The Drum launches research to examine programmatic spend and data use in marketing
The Drum has partnered with Data as a Service firm Oracle Data Cloud to examine how marketers are purchasing data, what they look for in a programmatic partner, and how they allocate budget to drive returns from their programmatic spend.
Consumer User Wheel / Karolina Grabowska
As part of our research, we’re surveying The Drum’s audience to benchmark data use by marketers and their preferences when it comes to buying programmatically.
Take our survey and get a copy of our final report before anyone else, as well as a free six month subscription to The Drum’s new app.
The availability of more precise data has increased in line with demands on marketers to continue to drive cost savings and optimise budgets. This budget pressure on marketers is exacerbated by rising consumer expectations that advertising will be progressively more personalised and context relevant.
These concerns around more effective targeting and pricing at scale led to increased uptake of programmatic advertising, as marketers sought to minimise the high levels of waste and poor engagement that was symptomatic of display advertising at the time.
There is no doubt that as awareness has increased, marketers have flocked to programmatic methods in increasing numbers . However, the use of data by marketers, and their preferences around how they buy and serve advertising programmatically are still unclear.
If you buy media programmatically, help us build an accurate picture of the market by taking our short survey now.