Against a backdrop of ubiquitous data challenges and continued investment in marketing and data technology, the report highlights that more than two thirds of marketers and agencies (70%) recognise the urgency of leveraging first-party data.
Across the countries surveyed, finding quality sources/partners for data enrichment, collaboration or modelling is the number one challenge, followed by the limits of first-party data collection to tell a complete story. To address these challenges, 53% of marketers and 50% of agencies plan to use artificial intelligence.
When it comes to identification, nearly a third (32%) of marketers and more than a fifth (21%) of agencies are 100% reliant on third-party cookies. The research shows that a portfolio approach to identity solutions has emerged, with marketers using at least 2.6 solutions in tandem while agencies hit 2.9.
Elsewhere, the research revealed that 55% of marketers and 45% of agencies anticipate a reduction in programmatic spend and that investment in ad spend is likely to be split evenly between closed, ‘walled gardens’ and the open web.
“This research offers a deeper view of how marketers and agencies are navigating the current advertising challenges,” says Laura Manning, SVP, Measurement at Cint. “The findings reveal a range of strategies being adopted, but the primacy of first-party data remains, even if it is now problematic to ensure that data is totally fit for purpose as 98% of marketers and agencies say they encounter barriers in data orchestration and utilisation.
As the industry continues to evolve, we see a growing emphasis on innovative solutions to enhance audience targeting, personalization, and overall data orchestration and activation – and the research certainly suggests a willingness to invest in this as 99% of respondents plan to adopt new marketing technologies and 96% plan to adopt new data technologies.”
“The landscape is undergoing yet another significant transformation, as marketers continue to recognize the blockers to engaging prospects amid an addressability gap,” says Andy Monfried, CEO of Lotame. “Orchestrating and activating data remains a major struggle for marketers and agencies, both inside and outside their organizations. However, they are finally overcoming this barrier through a combination of technology and shift in mindset. Rather than becoming mini walled gardens, marketers and agencies are realizing that a rising tide lifts all boats and are embracing a collaborative approach to data — enabled by data collaboration platforms.”
‘The State of Data Collaboration: A Global Perspective’ can be downloaded here.
Methodology
Lotame commissioned industry research into how marketers and agencies are addressing data challenges and opportunities in a post-cookie digital advertising landscape. Cint, a digital insights and research technology leader conducted the global online survey. Cint surveyed more than 1,200 industry professionals, marketers and agencies, across six global markets in June-July 2024: UK, Australia, Brazil, Mexico, Singapore, and North America
The survey asked key questions tailored to marketers and agencies and joint questions, to look at:
- The state of data with and without cookies
- Advertising investment in walled gardens vs. open web
- Evolution of a next-gen tech stack
- Data collaboration understanding and penetration
About Lotame
Lotame is a technology company that makes customer data smarter, faster, and easier to use for digital marketers. Our end-to-end data collaboration platform empowers marketers, agencies, and media owners to access, analyse, and activate the data they need to understand and engage consumers. Our proven commitment to industry interoperability, connectivity, and privacy help drive successful business outcomes for companies on their terms. Lotame is headquartered in the United States and serves global clients in North America, Latin America, Europe, Middle East, Africa, and Asia Pacific.
Lotame and related logos are registered trademarks or trademarks owned by Lotame Solutions, Inc. in the U.S. and/or other countries. All Rights Reserved.
About Cint
Cint is a pioneer in Research Technology (ResTech). Our platform, The Cint Exchange, is the world’s largest sample marketplace for digital market research. Our customers use the Cint Exchange to post survey questions and get answers from over 335 million people across 130 countries who have consented to share their opinions, motivations, and behaviors for incentives. They then use these answers to build business strategies, confidentially publish research, accurately measure the impact of digital advertising, and so much more. Essentially, we are feeding the world’s curiosity.
Cint Group AB (publ), listed on Nasdaq Stockholm (STO: CINT), has a global workforce of over 1000. Cint has offices in Stockholm, London, New York, New Orleans, Singapore, Gurgaon, and Sydney, among other locations.
