More than 80% of advertisers find audience targeting to be very (29%) or somewhat (55%) effective, and the vast majority of agencies agree,per results from an eXelate survey. Both groups point to 3rd party online data as their preferred data source for audience targeting, also ranking this source as their most effective for both direct response and branding campaigns, ahead of 1st-party CRM data.
Agencies report using 3rd party data in 54% of their digital advertising campaigns, with advertisers and networks/exchanges/DSPs reporting lower usage (each at 39%).
Interestingly, a recent report from the IAB and the Winterberry Group found senior marketers and publishers valuing 1st party data as more critical to their marketing efforts than 3rd party data. Read the rest MarketingCharts.