It’s all about targeting, but there are challenges to overcome.
Data-driven Articles
Additional categories:
Advertisers Worry About Scalability Post Cookies
Only about half of agencies are confident their organizations will still be able to reach audiences at scale without cookies and IDs.
Most Retailers Say Customer Acquisition Costs Have Risen Since iOS 14
Only 1 in 4 are collecting predictive scoring data about new customers.
B2B Marketers Are Facing These Challenges with Second- and Third-Party Data
Data quality and accuracy are key concerns for the B2B marketers surveyed, even more so than privacy and compliance.
Advertisers and Publishers See the Promise of First-Party Data, But Whose?
Publishers and advertisers each see their own solutions as the best to address the cookieless future.
Customer Marketing Is A Key Priority for B2B Marketers This Year
Most B2B marketers say they met or exceeded their growth targets last year, and appear primed to do so again this year.
Here Are the Benefits Social Media Marketers Are Seeing from Their Use of AI
71% of social media marketers report having integrated AI and ML tools such as ChatGPT, DALL-E 2 into their social media workflows.
Spending on Data Analytics to Rise as Marketers Report Benefits in Key Use Cases
Almost 8 in 10 marketers say that their targeting and segmentation performance and efficiency have significantly improved as a result of analytics use.
4 Points About Marketing-Sales Alignment
While few marketers are very confident in their current sales and marketing model, many are getting involved in sales strategies and co-owning metrics.
Where is Intent Data Proving Useful in B2B Go-to-Market Strategies?
Intent data is said to be effectively solving critical go-to-market challenges.
What Are B2C Marketers’ Top Barriers to Implementing First- and Zero-Party Data?
Marketers are grappling with finding a balance between security and customer experience
European B2B Marketers More Digitally Mature in Strategy and Data Than Tech Use
Fewer than 4 in 10 report having a marketing automation system.
US B2B Exhibition Industry Nears Pre-Pandemic Levels
The number of exhibitors has recovered a little faster than the number of attendees.
Pay-TV Providers Register Substantial Subscriber Losses… Again
The number of pay-TV subscribers shrunk by more than 22% in the 5-year period from 2018-2023.
Which Product Recommendation Sources Do Consumers Trust the Most?
Half of consumers trust product recommendations from a specific store or website’s AI tools based on their purchase history.
A Lot of Data Goes into an Omnichannel Measurement
Omnichannel and strategy decision-makers foresee an increase in investment in omnichannel intelligence platforms.
The Top Challenges of Using Retail Media Networks
Despite previous indications that advertisers were using RMNs for more than lower-funnel objectives, that’s the main challenge cited in this study.
Commerce Media Decision-Makers Report Strong ROI
Almost 9 in 10 agree that advertisers demand more transparency with first-party data than their organization wants to offer.