The latest Blis report highlights how a privacy-first approach will be at the forefront of the minds of media planners this year.
Around 56% of media planners in the US have identified privacy-first solutions as a key priority during 2022. In contrast, 40% of UK media planners see privacy-first solutions as a key priority this year. These numbers indicate American media planners were the only group in the survey treating privacy-first as seriously they should.
US media planners are also more confident than media planners in the UK and Australia when it comes to the available solutions to reach audiences without relying on cookies. In terms of using privacy-first solutions available in the market, 43% of media planners surveyed globally are considering a mixture of contextual targeting, UID 2.0 and FloC.
With consumers getting back to their lives and restrictions getting lifted, media planners are also preparing to increase in-app advertising budgets. In the US alone, in-app advertising is set to account for 59% of all media budgets by 2026.
[3 minute read]
