Are users engaging with your ads, watching your videos, and going to your website from your ads? If you don’t have the data, you can’t really know, which affects your ability to create successful campaigns in the future. If walled gardens like Facebook and Google concern you, you’re not alone—more than two thirds of marketers say that the walled garden environments create barriers to having vital data, according to new research commissioned by Sizmek.

It might be why 88% of these respondents—522 decision-making marketers who control more than $500 million in ad dollars—agree that they want access to their campaign data and it’s vital to helping them understand their audience. You’ll find these insights and more in Sizmek’s new research, Marketers Survey Results 2018: An Insider’s Look at Data, Walled Gardens, and Collaboration.

Our research found that businesses are increasingly prioritizing collecting and analyzing their data.  Platforms have historically had a vested interest in holding onto the data, creating walled gardens that kept the bulk of the data at bay for their own proprietary purposes.  However, marketers increasingly want access to it. Advertisers are reaching for a metaphorical sledgehammer to tear down the walls and to more easily tend to the garden.

When brand marketers were surveyed about their current marketing activities, priorities, and attitudes across the spectrum of digital advertising, they revealed that:

  • Two out of three marketers state that walled gardens are a significant block to building out and improving their first-party data.  65% also agreed that they do not provide enough insight to make comparisons with other channels or partners.
  • 88 percent want to own the data created from their campaigns, which is not surprising given that 83% say getting more or better insight out of their data is a critical or high priority for them.
  • GDPR is a significant concern to marketers: 77% of marketers expect their audience targeting with third-party data to be constrained as a result of the new regulation.  

Marketers Survey Results 2018: An Insider’s Look at Data, Walled Gardens, and Collaboration gives fresh insights into the importance of data self-sufficiency, advanced tools to unlock data, and how partnerships factor into use and illustrate the need for collaborative analysis.  Moreover, there’s the whole new and ever-evolving GDPR rules factoring into everything (which is another place where independent, collaborative partners can help).

Having data and working with an open, independent advertising technology company can help you best take advantage of first-party data, so you can use your data without “walls” constraining it. Explore all the insights and see where your thinking may line up with Sizmek’s research—download Marketers Survey Results 2018: An Insider’s Look at Data, Walled Gardens, and Collaboration or contact your account rep or a Sizmek pro today.