With the COVID-19 pandemic dramatically affecting economies, industries and business across the globe, many organizations saw their advertising budgets reduced due to the uncertainty in the market. With the pending demise of the third party cookie, it is becoming more and more important for organizations to integrate and consolidate the capabilities of their Ad Tech and MarTech. While it may seem simple for many organizations, consolidation and integration of technology is far from that, and that is where the benefit of integrated ecosystems such as the Google Marketing Platform is effective in improving performance.
With data from Google, identifying that 61 percent of marketing decision makers saying that they struggle to access or integrate the data they need, by simply consolidating your digital marketing activities in a solution such as the Google Marketing Platform can give many organizations a competitive advantage over the competition.
With the growing capabilities of platforms such as Display & Video 360 (DV360) to support programmatic guaranteed deals, we’re expecting many advertisers to increase use of it as a buy type. Programmatic Guaranteed deals provide a number of efficiency benefits to go along with the security of knowing exactly what you’re paying for. With the benefits of personalization well-documented, it comes as no surprise that the latest round of research from the Boston Consulting Group reinforces the development of Digital Marketing Maturity for leaders to achieve greater efficiency and effectiveness through personalization of their marketing. For organizations and agencies that want to start off strong, it’s important to take into consideration the digital marketing & ad trends, and how you will address them across your campaigns and overall strategy to maximize results. The Google Marketing Platform provides comprehensive solutions for many of these trends, in particular, through its consolidation and integration of platforms, so that organizations that are focused on improving the Digital Marketing Maturity of their organizations see the efficiency and effectiveness benefits in 2022 and beyond.
