Lotame Study: Marketers Plan For A Future With Multiple Identity Solutions
Lotame has today announced the findings of an in-depth survey on “Beyond the Cookie: The Future of Advertising for Marketers & Publishers.”
The report examines how digital publishers and brands are addressing consumer engagement in the post-cookie landscape. 200 senior decision-makers in digital media and marketing across Australia were polled during December 2020.
Key findings include:
Future of identity solutions – More than 60 per cent marketers favor using multiple identity solutions
The findings show both marketers and publishers plan to use an identity graph solution to map audiences – 28 per cent plan to use one within the next 6 months, followed by 26 per cent with plans to use such a solution within the next year, while 18 per cent are already using a solution. For marketers, only 16 per cent believe one identity solution will suffice, while 13 per cent said only walled gardens will be needed as identity solutions.
For publishers, over a third (35 per cent) are still searching for an identity solution while 25 per cent reported they already have one in place. When asked about budget, 21 per cent of the respondents (marketers and publishers) consider that to be a key constraint for implementing an identity graph solution while 5 per cent are open to working with external partners that use such a solution.
“As the industry grows closer to the third-party cookie phaseout, brands and publishers are in urgent need of privacy friendly, people-based tools to understand and engage audiences at scale,” said Luke Dickens, Managing Director – ANZ at Lotame. “What’s telling is that marketers know interoperability is key, which speaks to the need for options. Driving growth and value across the ecosystem is one of the reasons we developed our interoperable Panorama ID.”
“Context alone” strategy divides marketers and publishers
When asked about the ability of contextual targeting alone to reach desired consumers, 3 in 4 marketers don’t believe it’s a sufficient replacement for audience targeting and 18 per cent expressed zero confidence in the tactic as a replacement. In contrast, 61 per cent of publishers feel quite confident about their company’s contextual targeting capabilities in replacing audience targeting and addressing marketer’s needs. Meanwhile, more than a third lack confidence in their contextual targeting capabilities.
“Context is critical but it’s not the only piece of the puzzle and our study shows that,” said Dickens. “To enable relevant, responsible, and resilient advertising on an individual level, both marketers and publishers need to work together on a variety of options to meet diverse consumer journey touch points.”
First-party data strategies are important but over half of marketers have concerns about the accuracy of their assets post-COVID
Among other concerns over their first-party data assets, 46 per cent of marketers cite siloed data as a roadblock while 44 per cent rely on supplemental data and 43 per cent said they don’t have enough data to scale. Marketers are also looking for more from their publisher partners to meet the stressors of a post-cookie world. Nearly half want greater transparency in measurement (47 per cent) followed by confidence in consent management (42 per cent) and more scale across channels (40 per cent).
Meanwhile, publishers are relying on various methods to enrich their first-party data. Half (50 per cent) responded to using marketer data, followed by 44 per cent using survey and panel data and 38 per cent using third-party data from reputable vendors. Two in five publishers also admitted they need help in finding quality data partners.
“Data enrichment is still front and center for marketers and publishers as our findings reveal,” added Dickens. “With fast-changing consumer behaviors and shifting lifestyle choices — especially amidst COVID-19 — marketers and publishers need to enrich their data to scale and engage with customers meaningfully. An enriched identity solution like Panorama ID is advantageous for marketers in search of consumers and for a publisher’s ability to make more of their audiences addressable.”
In October, Lotame launched Lotame Panorama ID, the only enriched global solution bringing identity to open web traffic. Instead of relying on email addresses from logged-in users, Panorama ID joins together web, mobile, CTV, and customer data. Panorama ID is earning support throughout the ecosystem.
Please login with linkedin to comment
LotameLatest News
Enjoy A Hahn Solo… And May The Fourth Be With You
This May the fourth Hahn will celebrate alongside Star Wars fans rewarding their passion via a giant Hahn travelling solo through the sky. It’s the one day of the year when all sci-fi fans rejoice and giggle to themselves and Hahn in partnership with Thinkerbell, UM and Affinity is celebrating with an out of this […]
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.