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             Closed ecosystems are creating significant

             problems for advertisers and publishers

            The way large online platforms, such as Google, Apple,  concerned  with,  "understanding  audience  behavior"
            Facebook,  Amazon  (GAFAs),  restrict  advertisers  from  was  rated  as  the  most  valuable  (92%),  followed  by
            using  their  data  on  the  platforms  is  called  “walled  insights  that  influence  and  optimize  the  overall
            gardens”. In lieu thereof, around two-thirds of marketing  strategy"  (88%)  as  well  as  factors  that  guarantee
            executives complain that walled gardens do not provide  "viewability" (87%).
            enough information to measure campaigns effectively.
                                                                 The GDPR is another aspect that drives the pursuit of
            This  is  a  real  obstacle  to  data  analysis  and  enterprise  data  ownership:  77%  of  marketers  expect  their  target
            strategy  development,  according  to  a  study  of  audience   approach    and   objective   third-party
            Sizmek  that  sheds  light  on  the  role  of  walled  gardens  measurement  to  be  limited  by  the  new  regulation.  To
            and the associated problems for advertisers.         improve  the  ROI  of  their  digital  marketing  spending,
                                                                 marketers are looking for integrated Data Management
            The survey, which looked at 500 decision-making brand   Platforms  (DMP)  and  Demand  Side  Platform  (DSP)
            marketers  in  Europe  and  the  US,  also  found  that  two-  systems,  with  three  quarters  of  them  classifying
            thirds of marketers believe walled gardens are  a major  integrated  technologies  as  either  important  or  a  high
            barrier to improving first-party data. In addition, 65% said  priority  for  the  coming  year.  Almost  nine  out  of  ten
            they  did  not  get  enough  insight  to  make  comparisons   marketers  (88%)  say  they  want  to  own  the  data
            with other channels or partners. Without access to cross-  generated  from  their  campaigns.  An  Internet  without
            website performance data, it's difficult for advertisers to  walled  gardens  would  therefore  be  the  solution  if
            control  advertising  material  and  not  to  overexpose  to  advertisers  could  seamlessly  integrate  data  from  all
            audiences,  not  to  mention  compromising  return  on   platforms.
            investment (ROI).
                                                                 For  some  digital  marketers,  walled  gardens  have  no
            Therefore,  many  marketers  want  more  and  better   chance  of  survival  in  the  long  term,  as  their  insularity
            insights into their data. For 83% of respondents, this has   makes them too dodgy and simple-minded to withstand
            a  high  or  very  high  priority  over  the  next  12  months.   the  trend  for  data-hungry  and  networking-talented
            When  asked  what  insights  marketing  leaders  are  most   language assistants. However, it is probably utopian for

      8            January 2019 - Digital Business Trends Predictions
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