Global technology company, Lotame, has published a new report revealing that 99% of marketers and agencies in Australia face challenges in data orchestration and utilisation, primarily surrounding data partnerships and the limitations of first-party data.

The report, titled 'The State of Data Collaboration: A Global Perspective', was conducted by research technology firm Cint, which surveyed over 1,200 marketing and agency professionals across Australia, Brazil, Mexico, Singapore, the UK, and North America between June and July 2024. The findings provide a comprehensive view of the current state of data collaboration and its challenges, as well as the strategies being adopted to navigate these issues.

In Australia, the report found that that 69% of marketers and agencies recognise the urgency of leveraging first-party data. Meanwhile, Australia is much less dependent on third-party cookies than global counterparts, with only 17% of marketers and 6% agencies are entirely reliant on third-party cookies, compared , compared to 32% and 21%, respectively, across the global average.

The report also reveals that programmatic spending is stagnating, with Australian respondents evenly split on whether they expect spend to rise or fall, compared to other territories where declines are widely anticipated.

Technology investments are expected to saw amid all of the challenges, with 98% of respondents planning to adopt new marketing and data technologies.

However, clean have been facing increasing scrutiny due to the high requirements or data and analytics expertise as well as technical challenges, especially around scaling with authenticated IDs. More than third (35%) of agencies using clean rooms plan to retire it in the next six months.

Meanwhile, data collaboration platforms have gained traction and have been adopted by 70% of Australian respondents. They're already said to be delivering tangible outcomes such as improved audience targeting and mitigated privacy concerns.

"Orchestrating and activating data remains a major struggle for marketers and agencies, both inside and outside their organisations. However, they are finally overcoming this barrier through a combination of technology and shift in mindset. Rather than becoming mini walled gardens, marketers and agencies are realising that a rising tide lifts all boats and are embracing a collaborative approach to data — enabled by data collaboration platforms," said Lotame CEO, Andy Monfried.

"This research offers a deeper view of how marketers and agencies are navigating the current advertising challenges. The findings reveal a range of strategies being adopted, from addressing limitations in first-party data to exploring new technologies like data collaboration platforms. As the industry continues to evolve, we see a growing emphasis on innovative solutions to enhance audience targeting, personalisation, and overall data orchestration and activation — all of which ultimately benefits the end consumer," said Cint SVP of Measurement, Laura Manning.