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