Programmatic Pioneers Summit Releases its 2022 Industry Report

Programmatic Pioneers Summit releases its 2022 industry report ahead of the upcoming annual event.

PPS, Programmatic Pioneers Summit, Industry Report

Ahead of the annual event in London in May, Programmatic Pioneers Summit has now released it official 2022 industry report: The Future of Digital Marketing: The Rise of Video, First-party Data and Contextual Targeting. The paper includes the latest trends, facts, numbers, benchmarks and opinions from programmatic and media leaders.

In Q2 of 2022, Programmatic Pioneers surveyed 100 Programmatic Heads and Directors of Digital Marketing from organizations across Europe, to discover the challenges they are facing in 2022 and the innovative solutions being brought to the table.

The survey was conducted by appointment over the telephone. The results were compiled and anonymised by WBR Insights and are presented here with analysis and commentary by the Programmatic Pioneers community.

Report Key Findings:

  • The cookie is crumbling, audience segmenting is the biggest challenge for heads of marketing – 53% of respondents say the death of third-party cookies is the biggest obstacle to effective audience targeting.
  • Choosing or implementing new platforms is proving less of a challenge – When it comes to choosing or implementing a customer data platform (CDP), data management platform (DMP) or data platform, just 34% and 32% respectively say it is a struggle.
  • The majority say they are not planning any platform changes in the coming year – 52% say their organisations are not planning to migrate to a CDP, DMP or data platform over the next 12 months.
  • Improving ROI on ad and media spend is a big concern – 69% of respondents say it is a priority when it comes to their media buying approach.
  • First-party data is being deployed to drive better returns on ad spend – 57% report improving ROI is the main influence first-party data is having on their organisations’ media strategy.

The topics detailed in this report will also be covered in the Programmatic Pioneers Summit event in May 24th – 25th.