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 GMT+0

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.

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