Data-Driven Programmatic Advertising Driving Too Much Complexity For Marketers

Data-Driven Programmatic Advertising Driving Too Much Complexity For Marketers

One in 10 Marketers Work with More Than 30 Different Programmatic Advertising Tools On a Regular Basis

NEW YORK, NY — The rapid rise of programmatic advertising has created additional pressure on marketers to make audience data actionable, compelling them to leverage numerous marketing automation solutions while they search for the ideal technology mix. On average, enterprise marketers today are using a dozen distinct toolsets to support their collection, management and redeployment of customer data. Nearly one in 10 are currently working with more than 30 different programmatic advertising tools on a regular basis.

These findings were released by the Interactive Advertising Bureau (IAB) and the Winterberry Group, a strategic consulting firm, in a new whitepaper called Marketing Data Technology: Cutting Through the Complexity, the paper features insights from more than 50 executive-level thought leaders, representing all segments of the advertising, marketing, media, and technology industries.

Media buying is increasingly being driven by data and analytics. Programmatic advertising benefits brand marketers that are able to harness data to reach targeted audiences more efficiently. Programmatic media buying enables multi-screen ad strategies though which digital out-of-home (DOOH) media can be bought alongside television, mobile, and online media.

According to the IAB’s study, enterprise marketers were split down the middle when asked if they preferred an integrated, stacked approach to adopting marketing automation technologies or an independent, custom solution. The primary reasons for selecting an integrated data technology model include the ability to measure the return on investment, a lower cost of purchase, and greater speed and ease of implementation.

Increased complexities in day-to-day operations might put off some marketers from depending different independent technology solutions, the IAB’s survey identified several important benefits to using an independent approach that included the ease of integration with other licensed and/or proprietary advertising and marketing technologies, flexibility, and integration with business partner and clients’ technologies. The majority of marketers state that their desire to support best-in-class functionality holds greater weight in their decision-making than aligning with either an integrated or independent strategy.

“The study being released today illustrates that the data marketing automation ecosystem is becoming increasingly complex,” said Patrick Dolan, Executive Vice President and COO, IAB. “The challenge before us is to work to ensure that whichever technologies a company chooses to utilize will work seamlessly within the larger digital marketing and communications ecosystem. To accomplish this goal, we have established the new IAB Tech Lab, which will provide the industry a platform to develop and operationalize the technical standards needed, so that the digital marketing tools available can work in an integrated fashion. Developing these standards in tandem with the growth of the industry will reduce complexity and unlock value for advertisers and marketers.”

“Through our research, it became clear that no single ‘one-size-fits-all’ solution can address every marketer’s need,” said Jonathan Margulies, Managing Director, Winterberry Group. “But we also found a lot of common ground. Most marketers said they are directly dependent on a constant feed of consumer data. They share a similar, overarching directive: Put audience data to real use. As data sources continue to expand, they expect that data management platforms will continue to assume a more central role as the centerpiece of their digital marketing practices.”

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