2024-01-15-DoubleVerify-后cookie时代广告策略和情绪是如何演变的_15页_2mb

Post-Third-Party Cookie Survey Report Summary

Introduction

This report analyzes advertiser and publisher survey responses on transitioning to a cookieless digital advertising ecosystem, highlighting challenges, agreements, and emerging strategies.

Key Findings

Concerns and Progress

• Publisher concerns over cookie deprecation decreased YoY (59.9% concerned vs. higher rates previously), with increased confidence in solutions.
• Advertisers' top concerns: Inability to target audiences effectively (45.1%) and measurement inaccuracy (attributive modeling).
• Google's delays remain a factor, with 44.1% of publishers expecting further postponements.
• Revenue expectations for publishers: 48% anticipate increases, down from 63.8%, indicating scaling challenges post-cookie deprecation.

Alignment and Misalignment

• Direct Partnerships: 81% of publishers and 83.7% of advertisers support stronger direct relationships for better data sharing.
• Contextual and First-Party Data: 96% of publishers and 93.6% of advertisers view contextual advertising as promising; first-party data is highly valued but lacks trust and transparency.
  • Misalignment: Differing views on solutions like Google's Privacy Sandbox, programmatic direct deals, and data sources (publisher vs. advertiser).
• Attention Metrics: 94% of publishers and 96% of advertisers prioritize attention-based metrics for targeting and measurement.

First-Party Data Supremacy

• Advertisers increasingly rely on their own data (62.3%), while publishers invest in data collection (73%), primarily via email tools.
• Challenges: Low confidence in data activation among publishers and difficulty accessing open-market data.

Attention as a Key Focus

• Attention metrics are seen as crucial for privacy-compliant ad measurement.
• Balancing contextual and attention-based strategies is essential for both sides.

Key Takeaways

• Collaboration: Increased direct partnerships can improve mutual trust and alignment.
• Attention Focus: Attention metrics should be adopted as a core component for measurement in a post-cookie world.
• First-Party Transparency: Enhancing publisher data sharing and integrating third-party standards is vital for building trust.
• Overall Transition: While challenges persist, the industry is progressing on alternative strategies like direct relationships, contextual ads, and data-driven metrics, fostering innovation and collaboration.