{"id":643969,"date":"2024-11-12T15:00:00","date_gmt":"2024-11-12T12:00:00","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/the-state-of-data-collaboration-whats-next-for-marketers-by-lotame\/"},"modified":"2024-11-12T15:00:00","modified_gmt":"2024-11-12T12:00:00","slug":"the-state-of-data-collaboration-whats-next-for-marketers-by-lotame","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/the-state-of-data-collaboration-whats-next-for-marketers-by-lotame\/","title":{"rendered":"#The state of data collaboration: What\u2019s next for marketers? by Lotame"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a3b72e1f11aa\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a3b72e1f11aa\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/the-state-of-data-collaboration-whats-next-for-marketers-by-lotame\/#Download_Lotames_Global_Research_Report\" >Download Lotame\u2019s Global Research Report.<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/the-state-of-data-collaboration-whats-next-for-marketers-by-lotame\/#First-party_data_The_urgency_to_activate\" >First-party data: The urgency to activate<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/the-state-of-data-collaboration-whats-next-for-marketers-by-lotame\/#Open_web_vs_walled_gardens_The_battle_for_budget\" >Open web vs. walled gardens: The battle for budget<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/the-state-of-data-collaboration-whats-next-for-marketers-by-lotame\/#Data_collaboration_platforms_The_new_Swiss_Army_knife\" >Data collaboration platforms: The new Swiss Army knife<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/the-state-of-data-collaboration-whats-next-for-marketers-by-lotame\/#Download_the_full_report_for_in-depth_insights\" >Download the full report for in-depth insights<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Download_Lotames_Global_Research_Report\"><\/span>Download Lotame\u2019s Global Research Report.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/resources.lotame.com\/the-state-of-data-collaboration?utm_campaign=The%20State%20of%20Data%20Collaboration%202024%20Research%20Report&amp;utm_source=Martech.org&amp;utm_medium=SponsoredPost2\"><img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"450\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/Lotame-20241112-800x450.png.webp\" alt=\"Lotame 20241112\" class=\"wp-image-447918\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/Lotame-20241112-800x450.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/Lotame-20241112-600x338.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/Lotame-20241112-200x113.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/Lotame-20241112-768x432.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/Lotame-20241112-1536x864.png 1536w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/Lotame-20241112.png.webp 1920w\" sizes=\"(max-width: 800px) 100vw, 800px\"><\/a><\/figure>\n<\/div>\n<p>Are digital marketers really prepared for a post-cookie world? According to Lotame\u2019s latest report, fielded by Cint, <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/resources.lotame.com\/the-state-of-data-collaboration?utm_campaign=The%20State%20of%20Data%20Collaboration%202024%20Research%20Report&amp;utm_source=Martech.org&amp;utm_medium=SponsoredPost2\"><em>The State of Data Collaboration: A Global Perspective<\/em><\/a>, almost all (98%) are still struggling to fully harness their data, even as third-party cookies continue to vanish. This staggering percentage highlights a clear gap between the industry\u2019s current state and its desired level of data readiness.<\/p>\n<p>So, what\u2019s the path forward? <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/resources.lotame.com\/the-state-of-data-collaboration?utm_campaign=The%20State%20of%20Data%20Collaboration%202024%20Research%20Report&amp;utm_source=Martech.org&amp;utm_medium=SponsoredPost2\">This report<\/a> dives deep into how 1,200 marketers and agencies across six global markets \u2014 Australia, Brazil, Mexico, Singapore, the UK, and North America \u2014 are pivoting their strategies to adapt. Here\u2019s a peek at the challenges, trends, and strategic shifts that could make or break marketing success in 2024 and beyond.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-first-party-data-the-urgency-to-activate\"><span class=\"ez-toc-section\" id=\"First-party_data_The_urgency_to_activate\"><\/span>First-party data: The urgency to activate<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The pressure to leverage first-party data has never been more intense. With nearly 70% of respondents stating that collecting and activating first-party data is an urgent priority, it\u2019s clear that marketers know where the solution lies. Yet, while most understand the importance of first-party data, executing on it is another story. Challenges range from technical roadblocks to a lack of in-house expertise, particularly in emerging markets like LATAM and APAC, where brands are struggling to build and activate their own data assets.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-open-web-vs-walled-gardens-the-battle-for-budget\"><span class=\"ez-toc-section\" id=\"Open_web_vs_walled_gardens_The_battle_for_budget\"><\/span>Open web vs. walled gardens: The battle for budget<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>It\u2019s a battle that\u2019s splitting the industry in two. On one side, walled gardens like Google and <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">Facebook<\/a> continue to hold sway over advertising dollars. But the report shows a shift brewing. Even though investments in these platforms remain steady, marketers are becoming increasingly wary of the lack of transparency and control that come with these ecosystems.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-data-collaboration-platforms-the-new-swiss-army-knife\"><span class=\"ez-toc-section\" id=\"Data_collaboration_platforms_The_new_Swiss_Army_knife\"><\/span>Data collaboration platforms: The new Swiss Army knife<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Data collaboration platforms have emerged as a powerful solution to tackle the fragmentation in today\u2019s data landscape. These platforms, which we call \u201cmarketing\u2019s Swiss Army knife,\u201d provide a versatile set of tools to integrate data, break down silos, and unlock new use cases. Currently, two-thirds of respondents are already leveraging these platforms, citing unified insights and better targeting as the top benefits.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-download-the-full-report-for-in-depth-insights\"><span class=\"ez-toc-section\" id=\"Download_the_full_report_for_in-depth_insights\"><\/span>Download the full report for in-depth insights<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>This article just skims the surface of the insights revealed in <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/resources.lotame.com\/the-state-of-data-collaboration?utm_campaign=The%20State%20of%20Data%20Collaboration%202024%20Research%20Report&amp;utm_source=Martech.org&amp;utm_medium=SponsoredPost2\"><em>The State of Data Collaboration: A Global Perspective<\/em><\/a>. Curious about the evolving role of clean rooms and their impact on data strategies? Want to know which technologies marketers are prioritizing in 2024, and which are on the chopping block? Or perhaps you want to see how regional differences shape data usage trends?<\/p>\n<p><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/resources.lotame.com\/the-state-of-data-collaboration?utm_campaign=The%20State%20of%20Data%20Collaboration%202024%20Research%20Report&amp;utm_source=Martech.org&amp;utm_medium=SponsoredPost2\">Download the full report for a deeper dive into the findings and what they mean for your business.<\/a><\/p>\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n<p>About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" class=\"img-fluid\" alt=\"Lotame\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/lotame-logo-140-square.png.webp\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/lotame-logo-140-square.png.webp\" alt=\"Lotame\" width=\"140\" height=\"140\">\t\t\t\t\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n\t\t\t\t\t\t\t<strong>Lotame<\/strong>\n\t\t\t\t\t\t<\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n\t\t\t\t\t\t\t\t\t<a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=Lotame&amp;tw_p=followbutton&amp;variant=2.0\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n\t\t\t\t\t\t\t<\/div>\n<div class=\"col-auto\">\n\t\t\t\t\t\t\t\t\t<a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/company\/lotame\/\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n\t\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<p>\t\t\t\t\t\t<a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.lotame.com\/\">Lotame<\/a> is a <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" data-internallinksmanager029f6b8e52c=\"4\" title=\"Technology\" target=\"_blank\" rel=\"noopener\">technology<\/a> company that makes data smarter, faster, and easier to use for digital marketers. Our end-to-end data collaboration platform Spherical empowers thousands of marketers, agencies, and media owners to onboard, access, analyze, and activate the data they need to understand and engage consumers. Our proven commitment to industry interoperability, connectivity, and privacy help drive successful business outcomes for companies on their terms.\t\t\t\t\t<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/the-state-of-data-collaboration-whats-next-for-marketers-447917\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Download Lotame\u2019s Global Research Report. Are digital marketers really prepared for a post-cookie world? According to Lotame\u2019s latest report, fielded by Cint, The State of Data Collaboration: A Global Perspective, almost all (98%) are still struggling to fully harness their data, even as third-party cookies continue to vanish. This staggering percentage highlights a clear gap&#8230;<\/p>\n","protected":false},"author":1,"featured_media":643970,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/Lotame-20241112.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[147869,148056],"class_list":["post-643969","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-analytics-conversion","tag-sponsored-content"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/643969","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=643969"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/643969\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/643970"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=643969"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=643969"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=643969"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}