Viant’s new research demonstrates how CMOs who prove the value of digital marketing spend will make allies of their CFOs and succeed.
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.
Viant, a Meredith.-owned advertising technology company, surveyed more than 250 digital marketers at brands to analyze the challenges around using cookies for digital advertising. Jon Schulz, CMO, said the data confirms a trend away from cookie tracking and toward people-based marketing and advertising.
Viant initiated “a major enhancement” to its partnership with Factual last week. Viant has been updating its location data strategy for the past year. The latest step its taken involves a direct integration with Factual that allows Viant customers to have access to real-time foot traffic measurement and industry reporting.