Despite the imminent removal of third-party cookies, Lotame’s global research shows that 98% of digital marketers need help with effective data utilization. The survey, which includes 1,200 marketers from six worldwide regions, looks at how the industry is altering its strategy for this significant shift in digital advertising. Here’s a look at the challenges, trends, and strategic moves determining marketing success in 2024 and beyond.
First-Party Data: The Need to Activate
While 70% of marketers prioritize first-party data gathering and activation, many encounter major implementation challenges due to technical restrictions and skill gaps. This is particularly visible in the LATAM and APAC areas, where businesses struggle with data asset management.
Open Web vs. Walled Gardens: The Battle for Budget
While walled gardens like Google and Facebook continue to dominate ad expenditure, marketers are growing concerned about their limited transparency and control, indicating a possible shift in advertising methods.
Data Collaboration Platforms: The New Swiss Army Knife
Two-thirds of marketers now depend on data collaboration tools to address data fragmentation, praising their ability to integrate information and improve targeting across numerous channels.
Download the Complete Report for in-depth Insights
The State of Data Collaboration report provides more information about clean rooms, 2024 technological priorities, and regional data usage trends that influence strategies for advertising.
Source- Martech
English
French
German
Russian
Spanish