The Driver Behind the Publicis-Omnicom Merger
Marketers increasingly rely on data, study shows
If Publicis and Omnicom’s recent merger announcement is any indication, traditional advertising and marketing agencies are increasingly looking to data to compete with the tech companies that have spent the past several years chipping away at their business models. A recent study from ad tech firm BlueKai shows just how heavily brands have begun relying on data in their marketing strategies.
According to the study, for which BlueKai surveyed more than 100 marketing executives and media buyers, two-thirds of respondents said that their digital marketing is data-driven.
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