Updating technology and data infrastructure to lower dependency on third-party data can help advertisers succeed, as per BCG.
As privacy preferences continue to evolve, marketers must adopt privacy-first programmatic technologies to serve relevant ads. Adopting advanced programmatic solutions can help advertisers comply with privacy regulations, as well as demonstrate the value of consent through data.
To execute effective programmatic ads test alternative first-party data sources. 83% of marketers intend to use or already use first-party authenticated data to identify and measure their target audiences. Invest ad budgets in new spaces like CTV to create privacy-compliant ads.
Implementing automation and machine learning tools is recommended to optimise the performance of programmatic campaigns. Train and maintain algorithms and employ new skillsets to keep up with the changing technology and consumer trends. 84% are hiring for new skillsets due to DSP changes.
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