What’s stopping marketers from embracing people-based marketing?

A new study commissioned by LiveIntent and conducted by Forrester Consulting entitled Kickstart Your AdTech / Martech Convergence has revealed what’s getting in the way of marketers converging their advertising and marketing technology and going full people-based: themselves.

According to the study, 42 percent of marketers say the biggest hurdle is that their organizations operate in silos, meaning that the people that manage each technology and the corresponding data are isolated within the company.

This video explains why this isn’t as easy of a fix as some might think, and reveals the most logical starting point for quickly beginning and accelerating this evolution.

Download the full report from Forrester here.

https://digiday.com/?p=239960

More from Digiday

Why several U.S. ad forecasts predict a better 2024, and not just because of political spending

Three major ad forecasters are predicting improved U.S. media spend totals for 2024, citing improved business conditions.

Media Briefing: Publishers search for new ways to grow (and authenticate) audiences, overheard at the Digiday Publishing Summit

“[Advertisers] already pay data providers for data. So why not pay the publisher?”

Research Briefing: Publishers’ revenue sources are top of mind at Digiday Publishing Summit

In this week’s Digiday+ Research Briefing, we examine which revenue streams were top of mind for publishers at the Digiday Publishing Summit, how TikTok is getting even more marketing spend from brands and retailers despite facing a potential U.S. ban, and how Disney is rolling out DRAX Direct, a direct integration with the industry’s largest DSPs, as seen in recent data from Digiday+ Research.