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Lotame surveyed more than 150 marketers and asked them how they foresaw the future of identity solutions. Six out of 10 respondents said that as long as they are interoperable, multiple identity solutions are needed. Only 1 / 5 (22%) thought that only one identity solution was needed, and 1 / 10 thought that only walled garden could be used as an identity solution. And 7% of marketers don’t think identity solutions are needed in the future.
Is the budget an obstacle
More than three-quarters of marketers agree that in a cookie free world, a connected ecosystem is very (42%) or quite (35%) important, and another 14% think it is crucial to success.
Merkle’s survey found that nearly two-thirds of U.S. companies allocate 16% to 25% of their marketing technology budget to identity based solutions, and more than half (56%) of IT companies spend more than 20% of their marketing technology budget on these solutions.
About 22% of marketers have started to use the identity map solution to map audiences between devices, platforms and browsers, and another half expect to use it in the next six months (25%) or next year (24%). In addition, one in five respondents had no budget to solve the problem.
Faced with replacing audience goals, lotame solution research shows that more than one-third (35%) of marketers fully believe that context goals alone can replace audience goals. 12% of the respondents said that they were not confident that only the above and below targets could be replaced by the audience targets.
Looking back, it is found that most marketers see multiple identity solutions involved in the future, which can exchange information, and more than half (54%) of them believe that context targeting is a useful strategy, but it is not suitable for individual use.
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