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BizReport : Advertising archives : April 24, 2013

eXelate: 3rd party online data most important for brand campaigns

What kind of data to more advertisers and agencies believe is most important for their campaigns? For branding and direct response, the answer is 3rd party online. According to new data out from eXelate found that the want of 3rd party online data was more important to marketers than both social and 1st party custom data options.

by Kristina Knight

Third party data also outperformed 3rd party offline data according to the report. Other interesting highlights from the report include:

• 80% of advertisers, 90% of agencies are using audience targeting
• 60% prefer 3rd party online data for audience targeting
• 80% say audience targeting is 'effective' as a marketing strategy
• 69% say they'll increase audience targeting budgets moving forward

"Despite the ongoing debate on 3rd party cookies and data, it is clear that all parts of the digital advertising ecosystem - advertisers, agencies and platforms, increasingly rely on, and prefer the efficacy and reach of, 3rd party data," stated Khurrum Malik, Chief Marketing Officer of eXelate. "Digital marketing and media professionals want higher-performing campaigns that deliver measurable and improved ROI. Audience targeting continues to play a critical strategy for achieving these goals. Targeting audiences with an accurate, actionable, and agile 3rd party data set enables marketers to reach potential customers with highly relevant messages. With over 80% of the ecosystem having a positive view of audience targeting effectiveness, we expect continued investment in audience targeting, especially 3rd party online data sets, across all platforms in both direct response and branding campaigns."

DigiDay and eXelate collaborated on the report.

Tags: ad targeting, audience targeting, audience targeting metrics, eXelate, online advertising

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