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STUDY: Nearly 60% Of Marketers Believe Multiple Interoperable Identity Solutions Is The Future

Only 12% of marketers and publishers use an identity graph solution today and nearly 60% plan to use one in the immediate future

Photo by Damian Zaleski on Unsplash

Lotame, the leading global provider of data enrichment solutions to drive customer insights and turn personas into addressable advertising, 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 the post-cookie landscape. 200 senior decision-makers in digital media and marketing across Singapore were polled during December 2020. Key findings include:

59% of marketers say multiple interoperable identity solutions are needed. 

In the face of growing privacy regulations, it’s no surprise that industry efforts to solve the identity crisis are accelerating. When asked about identity, 59% of marketers believe the future relies on multiple interoperable ID solutions. Only 13% do not feel the need for any identity solutions.

For publishers, almost a third (32%) already have an identity solution in place while more than a third (38%) are looking for one. Our findings also show that both marketers and publishers are still looking for an identity graph solution — nearly 60% have admitted they plan to use one within the next 6 months to a year.

“The digital advertising industry is preparing for a cookieless future and the topic of identity is now more urgent than ever before,” said Fred Marthoz, Managing Director – Asia at Lotame. “While we’re seeing a proliferation of various ID solutions across the industry, our research findings reinforce the need for people-based identifiers and interoperable solutions that maintain transparency, consumer privacy, and are open to all.”

“Context alone” strategy divides marketers and publishers.

Many are positioning contextual targeting as a cure-all as third-party cookies phase out but is that the ultimate solution? When asked about contextual targeting’s ability to replace audience targeting, 71% of marketers lack confidence in the strategy when used on its own. However, publishers are quite confident (66%) that their contextual targeting can replace audience targeting. 

“As the research shows, there’s a real disconnect between what marketers want and what publishers are investing in,” says Marthoz. “Contextual targeting is one of many useful tools for marketers but as we’ve seen and heard marketers want and need choices in how to reach consumers across their journey.”

While first-party data strategies are important, the accuracy of those assets post-COVID is a key concern for marketers. 

Collecting first-party data is paramount for marketers and publishers, but most marketers have at least some concerns over their assets. Nearly half of marketers (47%) reported the lack of data profile accuracy post-COVID while almost 45% rely on data enrichment to find new audiences. Half of marketers reported first-party data being hard to collect as they aren’t privy to the POS (point of sale) and 35% pointed to scale as an issue. Relatedly, 45% of marketers are unable to agree or disagree if relying on publisher first-party data assets is a good solution to third-party cookie depreciation. 

Publishers, too, are embracing data enrichment methods for first-party data. Over a third (34%) are using survey and panel data and nearly a quarter (23%) are using marketer data. 17% need help in finding quality data partners.

“In today’s privacy centric, consumer-driven world, first-party data is a priority,” said Marthoz. “But to scale, marketers need to go beyond, and our study asserts that. Data enrichment enables marketers to draw a panoramic view of evolving consumers while also allowing publishers to monetize more of their rich inventory and customer base. Our enriched and interoperable identity solution — Panorama ID — is built to lift all boats as it were, helping marketers find and engage consumers and enabling publishers to monetize all of their inventory.”

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. To learn more about how Lotame Panorama ID builds a connected digital advertising ecosystem for all, please visit lotame.com/panorama/id

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