UK Marketers and Agencies Drive Tech Investment Amid Data Challenges

The UK's marketing and advertising landscape is witnessing a surge in technology investment, as revealed in a recent report by Lotame and Cint. The study, 'The State of Data Collaboration: A Global Perspective,' highlights the challenges faced by marketers and agencies in managing and activating data, leading to a 97% consensus on the need for technological solutions.

Data challenges are ubiquitous, with 99% of respondents encountering barriers in data orchestration and utilisation. The primary struggles include finding quality sources/partners and dealing with the limitations of first-party data. The reliance on first-party data, primarily unstable identifiers like email addresses and mobile IDs, exacerbates these issues, leading many to consider data collaboration as a solution.


The report also underscores the growing reliance on data collaboration platforms, with 71% of marketers and 64% of agencies already using them. These platforms offer several advantages, including improved audience targeting, enhanced personalization, and expanded reach. As a result, 98% of respondents plan to adopt new marketing technologies and data technologies in the near future.


The challenges related to third-party cookies and the evolving identity solutions landscape are also influencing UK technology investment decisions. With only 17% of marketers and 6% of agencies entirely reliant on third-party cookies, a portfolio approach to identity solutions has emerged. This approach involves using an average of 3.1 options in tandem to maximise reach, with no clear frontrunner.

High retirement rates of customer data platforms and query clean rooms signal ongoing challenges in data management. Issues around consistency and accessibility remain critical, with more than a third (35%) of agencies planning to retire clean rooms in the next six months. This, in turn, is driving the increased demand for new marketing and data technologies.

In conclusion, the UK's marketing and advertising industry is poised for a surge in technology investment, driven by the need to overcome data challenges and leverage the benefits of data collaboration platforms. As the industry continues to evolve, innovative solutions to enhance audience targeting, personalisation, and overall data orchestration and activation will remain a priority.