The challenge for most marketers in approaching a Data Lake as a potential solution is not just understanding what it is, but knowing if it’s right for your company. Before diving in, take a look at a few key questions you should ask yourself when considering a Data Lake platform.
The death of the tracking cookie may be upon us. According to a September 2017 survey of US brand-side digital marketing executives by Viant, more than 60% of respondents believe they will no longer need to rely on cookies for the majority of their digital marketing within the next two years.
Brand marketers’ top reason for investing in digital marketing is also the key factor limiting the success of their digital efforts, per results from a Viant study. And what is that factor? Audience reach. In its survey of more than 250 US brand-side digital marketing executives in companies with at least $50 million in revenues, Viant found that the most frequently-cited reason for investing in digital marketing is audience reach.
New data out from Viant indicates most executives believe the data-cookie is living on borrowed time. In fact most (64%) believe marketers will stop relying on probabilistic data points like cookies within the next two years. The question in, what might replace this measurement device?
Viant has published a white paper that reports that 93% of digital marketers are investing in people-based marketing on Twitter and Facebook and that 90% of respondents say they experience better results from people-based campaigns. Sixty-four percent of respondents predict that the “industry will stop relying on probabilistic data within the next 12 months to two years.”
Marketing Land’s Barry Levine reports on Viant’s new Power of the People survey report and the idea that marketing to individuals across devices is gaining traction, as the appeal of third-party data and anonymous cookies fades.
Marketing to individuals across devices is gaining traction, as the appeal of third-party data and anonymous cookies fades, reports Meredith Corporation-owned Viant in a new survey report of 250+ brand-side digital marketing executives.
What will programmatic advertising look like in a few years? For Meredith Corporation-owned Viant, people-based marketing is the trend, and the company has recently released a white paper that offers some evidence in support of that vision. The paper, “Power of the People: How People-Based Marketing Is Driving Change Across the US Advertising Industry”, promotes the kind of people-based marketing that Viant champions, based on its 1.2 billion profiles of registered users.
While machine learning is the latest tech-industry buzzword, few marketers are actually capable of implementing it correctly. Viant’s CTO Fabrizio Blanco explains in MediaPost the criteria needed for machine learning to be successful.
Viant’s Power of the People report explores how people-based marketing is driving change across the U.S. advertising industry. It is based on a survey of over 250 brand-side digital marketers. The survey and report examines: the challenges concerning cookies for digital advertising; the top reasons marketers invest in digital marketing; what’s limiting the success of their digital marketing; and the adoption of advanced methods of attribution and measurement.
Almost 2/3 of brand-side digital marketers believe the industry will stop relying on probabilistic data within the next 12 months to 2 years, according to Viant’s “Power of the People” survey, and 32% believe the industry will not rely on cookies within the next 12 months (31% said it would take up to 2 years). The survey of over 250 marketers also found that audience reach is both the #1 reason for investing in digital marketing, and the #1 factor limiting the success of digital ad campaigns.