Organization and Technical Silos Tie as Top Obstacles to Integrated Marketing

Speaking of programmatic, this study from Xaxis and Catalyst finds that more than half of marketers are using programmatic buys for non-traditional channels including audio (59%), Out of Home (57%) and in-game advertising (56%).  Measurement is the biggest obstacle to using new channels while siloed organizations and disconnected technology are tied as the top barriers to integrated advertising and marketing techniques.

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Just 13% of Marketers Are Fully Prepared for Privacy Impact on Ad Targeting

July 21, 2021

Despite more hand-wringing than bell-playing octopus quartet, Ad Theorent reports that just 13% of marketers say their company is “very well prepared” for the impact of privacy regulations on their programmatic ad buying.  The most popular solutions are capturing more first-party data (53%) and contextual targeting (49%) – even though only 5% say contextual targeting leads to success.  If you’re keeping score: 11% are running programmatic on a CDP, compared with 18% on a DMP and 69% on a DSP.

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