The urgency to leverage first-party data has never been more intense. Nearly 70% of respondents state that collecting and activating first-party data is an urgent priority. However, executing it poses challenges, particularly in emerging markets like LATAM and APAC, where brands struggle to build and activate their own data assets.
Walled gardens like Google and Facebook continue to dominate advertising budgets, yet a notable shift is occurring. Marketers are becoming increasingly wary of the transparency and control challenges posed by these ecosystems, indicating a potential reevaluation in spending strategies moving forward.
Data collaboration platforms have emerged as crucial tools for navigating the fragmented data landscape. These platforms serve as marketing's 'Swiss Army knife', offering integrated solutions for data management and analytics, thus enabling marketers to better utilize their resources and improve efficiency.
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