Adform, the only independent global ad management platform covering all aspects of the digital campaign lifecycle, today announces the findings of research into achieving Effortless Modern Marketing, conducted with more than 1,000 marketing professionals across the UK, EMEA and the US, in conjunction with leading market research firm, Dynata.
As well as highlighting a significant lack of readiness for life without third-party cookies, the research also reveals marketers’ priorities are centred around finding time and cost efficiencies in a more transparent supply chain, and a desire to move towards ‘brand gardens’ – a purpose-built, future-proofed ecosystem where modern marketers are empowered with complete data ownership and management.
Phil Acton, country manager, UK & BeNeFrance at Adform warns the lack of preparation for the demise of third-party cookies signals a significant problem: “These findings need to be a wake up call for marketers – the depreciation of the cookie is a ticking time bomb. With a year to go most UK marketers currently have no plan in place, as only 22% are actively working on first-party IDs. Marketers know this is a looming problem, but after a difficult year many haven’t prioritised efforts to find a replacement. In the UK, there is clearly scope for education and progress regarding first-party ID solutions.”
The research also reveals marketers believe enhanced data ownership will unlock a range of much-needed benefits; the concept of a closed, brand-owned ecosystem – underpinned by first-party data, transparent costs, and operational adaptability – is viewed positively by over three-quarters (78%) of UK marketers.
Over three-quarters (79%) of respondents surveyed globally believe a brand garden would increase flexibility and data control, while more than two-thirds (70%) state the resulting improvements to trust and data transparency would be advantageous to their business outcomes.
Acton adds:“The industry evidently understands the value of building brand gardens to maintain transparency, efficiency, and flexibility, but it requires innovative solutions to truly achieve effortless modern marketing. Providers that invest in connectability, scalability, and sophisticated reporting measures will be best positioned to deliver supply chain optimisations. As the marketing industry begins to reinvest budgets after a turbulent year, minimising costs and regaining data control will be its core priorities, especially as we edge towards an era without third-party cookies.”
Adform and Dynata’s Effortless Modern Marketing report looked into current trends and sentiment regarding control and transparency, identity, cost efficiencies, and user experience. The survey was conducted in 12 markets across Europe (UK, Germany, Austria, Switzerland, Sweden, Finland, Norway, Denmark, Italy, Spain, Poland) and the USA from 1st to 13th September 2020, analysing responses from 1047 marketing professionals.