The results reveal that 78% of respondents believe that the final withdrawal will have a positive impact on their advertising strategy. When asked how this will affect their future advertising strategies, respondents said they’re anticipating improvements in audience targeting, reaching audiences at scale, frequency capping and measurement.
When asked what alternative advertising strategies and solutions the respondents would be looking to implement, diversifying formats and channels (49%), first-party authenticated data (45%), identity solutions (43%) and contextual targeting (41%) were the most popular responses.
Good news for publishers
The research has revealed brands are looking for more direct contact with publishers, with 85% of respondents believing that their brand would benefit from a closer relationship with their key target publishers.
When asked what publishers could do to help convince advertisers to run more campaigns, a compelling value exchange (53%), new consumer-centric or engagement-based metrics (48%), working with trusted identity partners (46%) and increasing their percentage of first-party authenticated data (43%), were cited as of high importance.
The loss of third-party cookies and mobile identifiers for ad inventory across paid channels means advertisers will be eager to explore new ways to maintain their reach levels and engage high-value audiences. Interestingly, marketers also revealed they would be willing to pay more for media and identity data. As a result, publishers without a solution to monetise their audiences could miss out on substantial programmatic ad revenue.
Tim Geenen, Managing Director, Addressability Europe, LiveRamp said: “Our research highlights that marketers have already thought through the implications of the digital ad industry’s shift towards greater respect for consumer privacy and the available solutions. The publisher community, by comparison, currently risks falling behind.
“…we believe that optimising the value of authenticated first-party data will be a key factor in the future success of publishers. And the good news for publishers is that, according to our research, more direct contact with publishers is exactly what marketers are looking for. The opportunity available to publishers is real. It’s time to act.”
With so much news surrounding privacy, we thought it would be a good idea to keep you updated in a weekly column here on PerformanceIN. If you have any news or opinion surrounding the subject, don’t hesitate to get in touch via our Typeform.