Post by account_disabled on Dec 27, 2023 6:30:21 GMT -5
platform covering all aspects of the digital campaign lifecycle, has conducted a study with over 1,000 marketing professionals in the UK, EMEA and US, in collaboration with the company market research leader, Dynata , with the aim of understanding whether advertisers have achieved “Effortless modern marketing” In addition to highlighting a significant lack of preparation for life without third-party cookies, the study also reveals that the priorities of marketers are focused on the search for time and cost savings and greater transparency in the market where Modern Marketing professionals have complete ownership and management of their data. Sergio Martín , country manager of Adform in Spain , details that “ the non-use of third-party cookies has various implications for brands and agencies , such as: not being able to control the frequency of impact of advertising messages,
not being able to know if the users interact with these messages, not being able to know if the banners launched are visible or not... And although marketing professionals know that this is an imminent problem, a year from now, the Phone Number List majority of Spanish brands do not currently have any plan in march , since only 26% are actively working on first-party IDs. In Spain, there is clear room for education and progress regarding first-party ID solutions. The study also reveals that 73% of marketers believe that improved data ownership will provide them with a number of much- needed benefits such as the concept of a closed, brand-owned ecosystem supported by first-party data , transparent costs and operational adaptability. Furthermore, 56% of marketing professionals in Spain say they currently lack control over their digital advertising supply chain .
Which is an important reason to move towards a single point of supervision when carrying out their marketing campaigns. “With the disappearance of third party cookies ,” adds Sergio Martín , “users will have greater control and transparency over their data and brands and agencies will be able to achieve greater effectiveness in their digital investments. Currently, third-party cookies usually remain in browsers for an average of seven days, which makes measuring the effectiveness of campaigns more complex. “ First-party IDs have a much longer average duration in browsers , especially those IDs that are generated based on email addresses that users use to log in to web pages.” The Adform and Dynata report analyzed current trends and sentiments and opinions on data governance, transparency, identity, cost efficiency and user experience . The survey was carried out in 12 markets in Europe (United Kingdom, Germany, Austria, Switzerland, Sweden, Finland, Norway, Denmark, Italy, Spain and Poland) and the United States at the end of 2020, analyzing the responses of 1,047 professionals. of marketing.
not being able to know if the users interact with these messages, not being able to know if the banners launched are visible or not... And although marketing professionals know that this is an imminent problem, a year from now, the Phone Number List majority of Spanish brands do not currently have any plan in march , since only 26% are actively working on first-party IDs. In Spain, there is clear room for education and progress regarding first-party ID solutions. The study also reveals that 73% of marketers believe that improved data ownership will provide them with a number of much- needed benefits such as the concept of a closed, brand-owned ecosystem supported by first-party data , transparent costs and operational adaptability. Furthermore, 56% of marketing professionals in Spain say they currently lack control over their digital advertising supply chain .
Which is an important reason to move towards a single point of supervision when carrying out their marketing campaigns. “With the disappearance of third party cookies ,” adds Sergio Martín , “users will have greater control and transparency over their data and brands and agencies will be able to achieve greater effectiveness in their digital investments. Currently, third-party cookies usually remain in browsers for an average of seven days, which makes measuring the effectiveness of campaigns more complex. “ First-party IDs have a much longer average duration in browsers , especially those IDs that are generated based on email addresses that users use to log in to web pages.” The Adform and Dynata report analyzed current trends and sentiments and opinions on data governance, transparency, identity, cost efficiency and user experience . The survey was carried out in 12 markets in Europe (United Kingdom, Germany, Austria, Switzerland, Sweden, Finland, Norway, Denmark, Italy, Spain and Poland) and the United States at the end of 2020, analyzing the responses of 1,047 professionals. of marketing.