The Importance of Data in Digital Marketing

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Overall online ad spending, which continues to rise, is 90% driven by Google or Facebook. Amazon is no exception, generating $2.2 billion in ad revenue in just one quarter of 2018. The data silos created by walled gardens (operated by Google, Amazon, and Facebook) are the top concern for advertising professionals at 38%. For them, the problem is not so much that walled gardens limit access to user data, but rather that they represent a different type of platform that requires a specific marketing strategy.

" Walled gardens pose a problem for gambling data lebanon advertisers because they cannot deploy an advertising strategy that encompasses them ," says Mike Klinkhammer, Director of Advertising Sales in Europe at eBay.

Another argument put forward: Google, Facebook and Amazon offer automated tools and targeting features that most traditional publishers cannot offer.

The consequences of the GDPR

The GDPR forces advertising professionals to be more responsible in the methods of collecting user data . 41% of them recognize that data protection regulations have had a positive impact on their business. This data is used more for refining targeting purposes through Google and Facebook, mainly where a few years ago, it was abusively used in advertising retargeting.