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For more than half of ad tech buyers, the ability to use their own data to power analytics is a key reason for investment in the technology. In fact, 55% called it a top driver in H1 2017, up from 46% in H2 2016, according to data from Technology Business Research (TBR).
The survey of ad tech buyers from France, Germany, the UK and the US also cited other benefits that come with ad tech adoption, such as lead generation opportunities and the potential to grow brand awareness. But despite the potential advantages, putting ad tech to work remains a major challenge.
Implementing ad technology can be an obstacle right out of the gate, while integration can become a headache as users try to connect new tools to their existing ecosystem. According to TBR’s findings, in the first half of 2017, almost a quarter of ad tech buyers said integration was among the top barriers to adoption.
For companies looking to merge new ad tech with their current marketing technology, silos between departments can represent major hurdles. According to a Forrester Consulting study commissioned by LiveIntent, 42% of decision-makers consider the difficulty of working across internal silos a barrier to merging marketing and ad tech.
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