Advertisers want more access to and control of data

A majority of European advertisers want to work more collaboratively with partners to ensure wider, more transparent access to consumer data, according to new research from Kantar. 

Key findings

• Three quarters (76%) of advertisers in Europe believe that data should be better embedded within the advertising process – both in their organisations and as part of a data dialogue with their agencies.
• Four fifths (82%) of advertisers feel brands should be looking beyond their first-party data to third-party, consented data to enrich their understanding of their customers and remove data blind spots.
• Only a third (31%) of European advertisers feel syndicated data provides them with actionable insights and just 15% say it is easy to customise.

The research 

Kantar spoke to 672 advertising executives from 39 countries and combined their responses with its own proprietary data to develop a detailed view of how advertisers are optimising their consumer relationships and unlocking the value of their data. 

Key quote

“First-party data isn’t the only game in town! We need to be bolder and more aggressive with how we use the right mix of data to fuel brand growth strategies” – Benjamin Jankowski, Senior Vice President, Media, Mastercard.

Sourced from Kantar