后cookie时代广告策略和情绪是如何演变的（英）-15页_2mb

Post-Third-Party Cookie Deprecation: Advertising Strategies and Sentiments

This report analyzes survey results from advertisers and publishers, showing progress in adapting to third-party cookie deprecation. Key themes include evolving strategies, concerns over revenue and performance, and the shift toward first-party and attention-based data.

Survey Highlights

• Concerns: Publishers' concerns decreased YoY, with more comfortable about solutions. Advertisers worry about browser changes and targeting effectiveness.
• First-Party Data: High demand for first-party data; publishers invest in data collection, but trust and activation challenges persist.
• Contextual and Attention-Based Metrics: Both sides agree these are promising replacements, with attention-based metrics growing as a key focus.
• Misalignments: Disagreements exist on Google's solutions and data hierarchy, but direct partnerships and collaboration are emphasized.

Key Takeaways

• Optimism and Progress: Industry is adapting to cookieless future, focusing on trust and transparency.
• Importance of First-Party Data: Essential for both buyers and sellers, but transparency gaps need addressing.
• Attention Metrics: Viable alternative for measurement, requiring joint exploration.
• Collaboration Opportunities: Direct partnerships and shared data strategies can enhance advertiser-publisher relationships.