‘The State of Data Collaboration: A Global Perspective’ finds strong support for collaborative data technologies
Lotame’s ‘The State of Data Collaboration: A Global Perspective’ found that data challenges for marketers and agencies are ubiquitous, as is planned investment in marketing and data technology, with data collaboration platforms delivering many tangible benefits.
Singapore key findings
- Data challenges are ubiquitous: 100% of marketers and agencies surveyed in Singapore encounter barriers in data orchestration and utilisation.
- First-party data a priority: 78% of respondents recognise the urgency of leveraging first-party data, 8% higher than the global average.
- Ongoing reliance on third-party cookies: More than half (53%) of marketers and a quarter of agencies are 100% reliant on third-party cookies. However, a portfolio approach to identity solutions has emerged, with an average of 3.1 options used.
- Programmatic spending continues to decline: 34% of respondents anticipate a reduction in programmatic spend compared to 28% expecting an increase, though agencies are twice as optimistic as marketers.
- Technology investment set to surge: 99% of respondents plan to adopt new marketing technologies and data technologies.
- Clean rooms face scrutiny: Clean room adoption is strong with three in five respondents currently using the technology. Respondents also, however, report a range of challenges, from lack of data overlap to ID scale and required expertise.
- Data collaboration platforms gain traction: Despite being a relatively new technology, data collaboration platforms have been adopted by almost two-thirds (64%) of marketers and a third of agencies.
Andy Monfried, CEO from Lotame said: “Orchestrating and activating data remains a major struggle for marketers and agencies. However, they are finally overcoming this barrier through a combination of technology and shift in mindset.”
Lotame is a technology company that makes customer data smarter, faster, and easier to use for digital marketers. Our end-to-end data collaboration platform empowers marketers, agencies, and media owners to access, analyze, and activate the data they need to understand and engage consumers. Our proven commitment to industry interoperability, connectivity, and privacy help drive successful business outcomes for companies on their terms. Lotame is headquartered in the United States and serves global clients in North America, Latin America, Europe, Middle East, Africa, and Asia Pacific.