Data is the backbone of digital advertising, but harnessing it is a real struggle.

Tune and Forrester Consulting surveyed 300 US mobile marketers in January and found that about one-third of them see managing data quality as a real challenge. Part of the issue is that as money pours into mobile channels, it becomes difficult to police the data that’s flowing in because fraudsters are eager to take advantage of the surge in in-app ad spend.

Many marketers have difficulty managing their data in general. Nearly half of the respondents in a survey of 154 marketing influencers and research subscribers by Adestra and Ascend2 said that data management was one of the most difficult tasks they deal with.

This can become particularly problematic for mobile marketers whose budgets are growing. eMarketer predicts that mobile ad spending will surpass TV ad expenditures this year and account for nearly 70% of all digital advertising.