Viant has published a new report titled “Power of the People,” which features a survey of 250+ brand-side digital marketing executives, examining the current state of people-based marketing and the level of its adoption within the US.

According to the company, “there is a lot of noise in the digital advertising industry about people-based marketing — it went from being a completely new technology in 2011 to becoming the standard for marketers. Today, a staggering 93% of marketers’ report running people-based campaigns.” It noted, however, that despite this dominance, “digital marketers are struggling to find quality partners who can help them extend people-based at scale, across the open web. Only 58% of marketers are currently running campaigns outside the walled gardens.” 

The Viant report covers:

  • Main reasons for investing in people-based marketing and the current challenges marketers are facing
  • How brands are embracing an omnichannel world and connecting consumers’ online and in-store activities
  • The evolution of people-based marketing outside of the walled gardens and how advertisers are using this approach to reach people across the open web

The report is available (behind a mailgate) here:

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