|Type de publication||Working paper|
Data is a central element in digital marketing, but in recent years, doubts have been raised about the quality of data generally sold or used for targeting purposes, following cases of fraud and abuse. In this study, we sought to understand how marketers evaluate the quality of the data used for targeting purposes. This empirical study is based on interviews of 22 professionals in the French market. Among the results of this survey, it appears that "quality" is multiple and varies according to the nature and uses of the data. It also reveals that the logic of performance evaluation still largely prevails, but the trend towards internal and external evaluation of data collected by advertisers tends to develop a form of "data hygiene". Finally, data quality can become a differentiating factor between competitors, but the current state of evaluation tools benefits mainly to the dominant operators in the online advertising market, Google and Facebook.