Brands are planning to take greater control of their marketing data by implementing their own data management platforms, amid growing concerns that companies such as Google and Facebook do not provide the insight they need to evaluate their campaigns.
According to a study by Sizmek, three quarters (75%) of marketers are looking to integrated data management platforms (DMPs) to better improve the ROI from their digital media spend. Nearly nine out of 10 marketers (88%) say they want to own the data created from their campaigns.
The study, which surveyed over 500 decision-making brand marketers across Europe and the US, also found that two-thirds (66%) of marketers believe so-called “walled gardens” are a major barrier to improving first-party data, with 65% believing that they do not provide enough insight to make comparisons with other channels or partners.
Without having access to cross-site performance data, brands are over exposing their audiences and reducing the ROI from their media spend, Sizmek claims.
Many marketers also want more and better insight into their data, with 83% listing this is a critical or high priority over the next 12 months. When asked which insights marketers found the most valuable, “understanding audience behaviour” was the most valuable (92%), followed by “informing overall strategy” (88%) and “viewability” (87%).
“It’s becoming increasingly hard for marketers to navigate a complex digital ecosystem, particularly improving their campaign effectiveness or increasing the efficiency of their media spend,” said Joshua Koran, managing director at Sizmek.
“Marketers need to be in the driving seat, giving them and their agencies the tools they need to programmatically execute their campaigns to achieve superior return on their ad spend. Put simply, if you own your data, you’ll own your future.”
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