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Digital Marketing’s Role in the CMO-CFO Divide

Viant’s new research demonstrates how CMOs who prove the value of digital marketing spend will make allies of their CFOs and succeed.

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Cookie Cutters

Sixty percent of marketers believe they won’t use cookies to track consumers by 2020. And 90% of marketers see improved performance when targeting against personal data instead of cookies, according to data from Meredith-owned Viant. “Advertising and web-based services that were cookie-dependent are slowly being phased out of our mobile-first world,” where vendors revolve around first-party brand and publisher data or device IDs, writes Sara Fischer.

The death of the internet cookie

Over 60% of marketers believe they will no longer need to rely on tracking cookies, a 20-year-old desktop-based technology, for the majority of their digital marketing within the next two years, according to data from Viant Technology, an advertising cloud.

The Oscars are the Super Bowl for fashion — and brands are ready for their touchdown

Make-up brands (and the drugstores that carry them) also have a shiny opportunity during the Oscars — though according to Viant, a Meredith Corporation advertising technology company that analyzed the profiles of over 600,000 people who watch the Grammys, the Olympics, and the Oscars — the best timing of their opportunity varies from brand to brand.

What You Should Know About the Cookie’s Crumble

Relying on anonymous data is a relic of the past in digital marketing, reports Viant in Associations Now. Here’s why marketers are dropping cookies in favor of people-based marketing.

Most Marketers Believe Tracking Cookies Will No Longer Be Needed

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’ Digital Investments Driven Primarily by Reach

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.

Experts believe cookies are dead, but what will replace them?

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?

Report: Majority of digital marketers using people-based marketing

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 Day: Forrester report on GDPR readiness, Facebook turns to USPS & more

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.

New survey by people-based marketer Viant promotes marketing to identified users

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.