What’s affecting marketers’ use of third-party data in the UK? Quality, transparency and understanding of data application, according to a recent Oracle Data Cloud report released in partnership with The Drum.
The report assessed UK marketers’ attitudes towards programmatic spend and sentiments around buying data to fuel campaigns. Aruna Paramasivam, Head of Audience Partnerships at MediaMath, was quoted in the piece and mentioned how education in the space is crucial to how marketers apply data to their campaigns.
“The advertising technology industry grew at such an exponential rate, it’s no surprise there is a lack of understanding among media professionals on how to use these new technologies.”
“At MediaMath we identified this problem and created a division dedicated to closing this gap called the New Marketing Institute (NMI). As the educational arm of MediaMath, NMI provides training solutions for our clients, partners, and internal employees that empower them to use our technology and understand the various components, such as applying data, to run their marketing campaigns. I think we will see others in the industry place more emphasis on training programs to help close this gap.”
To read the full report, visit The Drum.