The growing number of owned devices, platforms and channels has created a complex labyrinth where connecting disparate data points to make sound, data-driven targeting decisions is increasingly difficult. At the same time, consumer expectations around advertising continue to evolve, forcing the industry to respond with sweeping changes regarding how advertising currency (cookies, third-party data, etc.) is transacted.
To continue to participate in the consumer journey meaningfully and seamlessly, marketers must identify where and how consumers spend their time on an individual level. To further build on these people-based interactions, marketers have increasingly turned to walled gardens, despite advertising spend in those digital channels outpacing the amount of time consumers spend there.
Walled gardens are likely one reason the majority of marketers struggle to connect marketing channels to deliver omnichannel personalization. As marketers strive to align investments to the consumer journey and successfully drive performance, there’s a growing opportunity for publishers and ad tech companies outside walled gardens to support improved omnichannel initiatives.
Here are three ways media companies help marketers invest more in and see improved performance across the open web.
continue reading »