As the ad industry races toward a cookieless future where first-party data will be the guiding light for marketers, several new studies have offered insights into how chief marketing officers are struggling with their data and measurement strategies.
In a global study from measurement firm Nielsen published in April, 69% of 2,000 senior marketers agreed first-party data was essential to their strategies. A further 72% believed they had access to quality data.
However, just 26% of marketers globally agreed they were “fully confident” in their audience data.
What’s more, 36% claimed data access, identity resolution and deriving actionable insights from data was either “extremely” or “very difficult.”
As
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Spring Special
Save 30% Off an ADWEEK Subscription Today!
Already a member? Sign in