Some 68% of marketers find closed platforms such as Google and Facebook to be a major hindrance to the evaluation of their data.
The research – conducted by Qualtrics on behalf of Sizmek – also discovered 66% of marketers found closed platforms to be preventing the improvement of their first-party data, while 65% agreed the platforms did not provide enough insight to make comparisons with channels or partners.
Respondents said they wanted more and better insight into their data, with the majority stating this was a high priority for the next 12 months.
Understanding audience behaviour was rated as the most valuable insight (92%), informing overall strategy came in second (88%), and viewability third (87%).
The report pinpointed GDPR as a primary factor driving the pursuit of ownership, as 77% of marketers currently believe their audience targeting, objective, and third-party measurement will be constrained due to the regulation.
Joshua Koran, MD at Sizmek said: “It’s becoming increasingly hard for marketers to navigate a complex digital ecosystem, particularly improving their campaign effectiveness or increasing the efficiency of their media spend.
The research surveyed more than 500 decision-making brand marketers across Europe and the US.
