Brands find it difficult to identify and partner a relevant ad-tech company

Even as ad-tech companies are working with advertisers to help them analyse big data and reach out to the right customer, advertisers are finding it challenging to partner a relevant ad-tech company, says a survey report by Criteo, the performance marketing technology company. Criteo has partnered with Worldwide Business Research for the survey.

According to its results, about 62 per cent of Indian retailers face a challenge in finding properly segmented market and consumer level data; 54 per cent retailers find it difficult to achieve and justify return on investment. And nearly 49 per cent retailers face difficulties in tapping the right customers online due to internal factors including lack of management or department support.

Further, despite understanding the importance of cross-device advertising and personalised advertising, many brands experience challenges in on-boarding and running cross-profile, personalised advertising programmes.

Almost 70 per cent retailers feel there is a challenge in identifying the best technology partner and accuracy of the solution, and 63 per cent respondents face difficulty in managing the latest privacy standards or best practices. Meanwhile, 50 per cent of them also feel there is a lack of internal knowledge or skills to run the programme.