New York—Marketers are still in the early adoption stages of data marketing, according to a new report from the Interactive Advertising Bureau and Winterberry Group.

The study, “From Information to Audiences: The Emerging Marketing Data Use Cases,” was based on interviews with 20 industry thought leaders, as well as quantitative and qualitative research from the Winterberry Group.

It identifies four data-driven marketing areas, which are all in the early adoption stage: audience optimization, channel optimization, ad sales/yield optimization and media buying/ad targeting.

The report also explores challenges to widespread optimization of marketing data, including aggregation and anonymization; improved operating infrastructures; strong service and technology enabled partners; and marketing data governance.