Inability to access data due to privacy-related issues is a key marketing challenge: InMobi Report

78% of the respondents use contextual advertising to serve personalised messages to consumers, based on demographics, preferences, and behaviours within the app

Jun 23, 2022 12:27:00 PM | Article | Campaign India Team

Content, monetisation, and marketing technologies provider, InMobi, has launched a study, conducted by Forrester Consulting on the topic ‘Future of Mobile Advertising in Tackling Data and Identity Deprecation.’ 
 
It aims to understand the marketer's state of readiness, explore the key areas of concern and identify the initiatives underway for dealing with the same. The respondents comprised directors, C-level executives, vice presidents and senior managers from brands, media agencies, and app owners in India.
 
Marketers are facing significant challenges in mobile advertising, while adhering to different practices around privacy, according to the study. 
 
Three in five Indian businesses are still trying to identify and understand the impact of consumer data privacy developments on their current mobile marketing strategy. 
 
For 85% of respondents, increasing reach and conversion to improve profitability is of top priority. However, 87% of them reveal that the inability to take action on buyer and customer data due to privacy-related issues is a key marketing challenge.
 
The report also states that while brands are struggling with the lack of reliable ecosystem partners for gathering first-party data, publishers are battling the lack of visibility around privacy-related regulations and a struggle to consolidate data. 
 
It shares that the common challenge across organisations is the lack of executive support for a data stewardship and governance program - which would determine how data is accessed, stored, shared, processed, and used for analytics.
 
Due to a lack of this, 78% of the respondents use contextual advertising to serve personalised messages to consumers, based on demographics, preferences, and behaviours within the app. 80% of businesses in India are already acquiring consented third-party data, while 78% of them are building first-party data as alternate data sources.
 
Rishi Bedi, managing director, Asia Pacific, InMobi, said, “Despite the increasing movement with respect to government regulations, the Indian advertising ecosystem is not for data and identity deprecation and businesses have a long way to go before they can optimise for profitability. It is now important for the advertising industry to focus beyond traditional targeting methods like third-party cookies, to pave the way for success with new identity solutions and contextual targeting. Advertisers need to adopt a privacy-first approach, proactively think about how to protect customers’ privacy and aim to build a privacy-first culture across their organisations.”