According to eMarketers February 9th report, "Digital Display Advertising: Nine Things to Know for 2015", buyers will take greater control of their data.
In addition to leveraging third-party data to inform media buys, marketers will steadily add first and second-party data to their strategy. eMarketer interviewed Oracle Data Cloud’s VP and GM, Omar Tawakol to get his take on how cross-device targeting will impact display in 2015. Here is an excerpt:
eMarketer: What trends do you see affecting digital display advertisers this year?
Omar Tawakol: Cross linking everything across screens and devices is the biggest and most important trend this year. Marketers have these first-party data assets: data tied to email, data tied to a physical address, data tied to cookies—and they’re all massively disconnected. Linking allows you to target across devices and measure whether an ad on a mobile device or PC drove an in-store sale. These types of insights will be important for advertisers, particularly those in the automotive, retail and travel industries, where a lot of transactions happen physically in the real world.