The Cookie-Free Future of Advertiser Perceptions report captures a ‘snapshot’ of how the industry is evolving
Fifty-eight percent of advertisers are developing their internal data collection capabilities and 85% are auditing their ad technology and marketing partners to fix the problem, according to the data. Preparing for a cookie-free future can mean actively testing new identity solutions or simply having strategic conversations internally and educating leadership teams, Fisher said.
Publishers are more advanced in the transition from post-third-party cookies, Fisher said. This is no surprise, given that publishers are “on the front lines” in this development, she said. Brands need to reconsider their marketing budgets, but for publishers, it’s their vital revenue that is at stake.
The main concern now is to maintain the sense of urgency as there is no longer an urgent deadline at the end of this year, Fisher said.
“What we’ve heard from everyone is, ‘We’re on full steam,’ she said. ‘But it looks like it’s going to be hard to keep the momentum going.’
Publishers are likely to keep pace with continued investments in first-party data targeting and measurement products, she said. Seventy-one percent of publishers invest in first-party collection and one-third invest in Privacy Sandbox proposals over the next six months, according to data on advertiser perceptions.
With a few more years, they will have more time to authenticate their audience based on email addresses. Then publishers can create targeting features using that data, such as enhanced contextual offers or cohort-based packages, she said.
On the advertiser side, only one in 10 advertisers surveyed said they have a mature first-party data strategy, Fisher said. Advertisers who have audited their ad technology providers and third-party cookie depreciation measurement practices are much more likely to already test new targeting solutions.
This means that if advertisers continue to review their ad technology stack and programmatic practices, the demand for new targeting strategies is expected to materialize, she said. “It will be interesting to see in the fourth quarter [when Advertiser Perceptions re-fields this identity data survey] whether people have abandoned their preparedness efforts or tested new measurement alternatives.