There’s no dearth of audience data for publishers to use. The worldwide total of data created in 2018 was 33 zettabytes – that’s 33 trillion gigabytes – and Statista reports that this is nothing compared to the forecasts for the next decade or so.

1 Publishers and media companies won’t be able to (or need to) access and use the many zettabytes of data created each year, but the amount of data they do have access to is incredible. Subscriber demographics – plus information on who opens, clicks on and purchases what – can be leveraged to boost audience engagement.