This report would not have been possible without the significant contributions of the hundreds of marketing industry leaders who contributed their time and insights in support of this research. To all of them, we say thank you.
"This research’s purpose is to provide insight into the rapidly evolving and increasingly complex “data layer” of the marketing and advertising technology ecosystem, with a specific focus on the trends and dynamics shaping the state of data infrastructure investment, how it is currently undergoing transformation and its trajectory for the future.
In the process of developing this paper, Winterberry Group surveyed 200 senior marketing, data, analytics and technology thought leaders across the US, UK, France and Germany and conducted in-depth interviews with over 50 industry experts and influencers across the supply chain of data management and identity solutions.
The result is an evidence-based examination of the current state and emerging trends within the evolving brand data layer architecture.
This research sheds light on how brands are navigating challenges and opportunities across data management, integration, privacy, and talent, and provides valuable insights into the future direction of marketing and advertising technology."
