Third-party knowledge is used within the majority of digital advertising campaigns—greater than half (53 %) of respondents in new survey analysis say they use of third-party knowledge in campaigns. The brand new analysis from digital knowledge pioneer Datonics explores the usage of third-party knowledge within the programmatic ecosystem, and ranks the significance of varied elements when deciding on knowledge.
The agency’s Programmatic Viewers Focusing on survey, which gathered enter from greater than 400 media strategists, planners and consumers, reveals that third-party knowledge stays an integral a part of digital advertising technique and execution. The examine explores the forms of knowledge used, elements in deciding on a knowledge supplier, and knowledge technique planning initiatives.
“Third-party knowledge stays extraordinarily invaluable to manufacturers due to its distinctive potential to handle varied elements that different forms of knowledge reminiscent of zero, first and second-party knowledge can’t as a result of scale limitations,” stated Michael Benedek, CEO of Datonics, in a information launch. “Our examine demonstrates the continued demand for third-party knowledge within the digital advertising and programmatic ecosystems for the particular worth it brings. It’s nonetheless the info that entrepreneurs are counting on to assist them attain new audiences and purchase clients.”
The survey additionally explored knowledge technique planning that advertisers are doing in mild of technological evolutions such because the deprecation of third-party cookies and lack of sign identifiers, in addition to new privateness laws. The researchers discovered that almost all of media strategists, planners and consumers (69 % of respondents) are no less than considerably involved about an business change in terms of knowledge technique.
“The digital advertising business is among the many quickest evolving enterprise sectors on the market. We’re used to vary and being agile,” stated Benedek. “With new applied sciences reminiscent of knowledge clear rooms, identifiers and different knowledge sources, entrepreneurs need to scale their audiences in new methods with third-party knowledge.”
