Alternate identifiers to play a significant role in the ad business: Survey

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 20, 2021, 5:16 PM UTC

Digiday surveyed around 76 publisher professionals on numerous topics, including adapting their businesses to the deprecation of third-party cookies.

Out of 76 professionals surveyed, 54 indicated that they had at least direct knowledge of their company’s plans to replace third-party cookies. In fact, most of those 54 are working directly on these plans.

A vast majority of the respondents agreed that alternate identifiers would play a “key role” in their ad business after Google deprecates third-party cookies. But, identifiers currently offer a limited picture of many publishers’ audiences. As a result, more than 40% of respondents said they could reach less than half or none of their audiences using these emerging products.

Discover the top organisations in your market and industry that have customers buzzing using YouGov BrandRankings

Read the original article [This article could be behind the paywall]

[1 minute read]