Digital addressability continues to evolve faster than most people keep up. 2021 was a pivotal year for the entire ecosystem with increased consumer transparency, announcements from big tech leaders, and continued innovation. We polled marketing and adtech leaders in Q2 and Q4 to better understand what has changed over the past year and what to look for in 2022. See the takeaways below and how responses changed throughout the year:
While There is Still Significant Uncertainty over the Future, the Biggest Challenges People Face Have Shifted
When asked to identify the biggest challenge with regards to the future of addressability, over a third of respondents noted uncertainty over the future. There is more certainty over addressability’s future when compared to Q2 when over 55% of respondents cited uncertainty as their top challenge. Today, over 40% of respondents are more concerned with privacy and walled gardens.
In a Multi-ID World, the Market Doesn’t Have a Clear Consensus as to What ID Will Lead the Way
In lieu of the third-party cookie, there is no shortage of viable substitutes. According to our survey, there is no consensus on a specific identifier that will lead the charge, instead, responses suggest that we will live in a multi-ID world.
Addressability Solutions will not be a Winner Take All Market
A lot of companies are bringing addressability solutions to the market. According to our survey, 81% of respondents do not believe addressability solutions will be a winner takes all market and will likely work with multiple addressability solutions to solve their own companies’ identity needs. Learn more about the added benefits of TrueData’s Omnichannel Identity Graph.
Getting Quality Data is More Important than Getting the Data Quickly and at a Lower Price
Addressability solutions offer a range of benefits from ease of implementation to interoperability, data coverage, and independence. According to the survey, it is more important that data partners demonstrate the quality of their data to prospective clients than anything. Specifically, 40% of respondents ranked time to implement data as their lowest priority when selecting a data partner.
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