Advertisers Struggle to Reach New Audiences Despite Budget Increases…

Event summary

81% of advertisers fail to reach new audiences despite a 10% budget increase aimed at attracting them.
75% of advertisers struggle to recognize the same non-converting customer across multiple touchpoints.
92% of advertisers would reallocate ad spend to the open web if identity and measurement challenges were solved.
The Data Advantage report surveyed 300+ senior marketing and advertising leaders with monthly marketing spends of $300,000+.

The big picture

The study highlights the growing challenge of identity fragmentation in digital advertising, as consumer journeys span multiple devices and channels. Advertisers are caught in a cycle of targeting the same audiences due to measurement and identity issues, despite increasing budgets. This dynamic underscores the strategic importance of solving identity and measurement challenges to tap into untapped audiences on the open web. The findings suggest a significant shift in ad spend could occur if these barriers are addressed, potentially benefiting platforms that can provide scalable solutions.

What we're watching

Identity Resolution: How advancements in identity resolution will impact advertiser spending on the open web.
Measurement Challenges: Whether solutions to measurement challenges can unlock significant ad spend reallocation.
Consumer Journey Fragmentation: The pace at which advertisers adapt to increasingly fragmented consumer journeys.