Despite its uncertain future, investment in third-party data has grown

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 08, 2022, 5:00 PM GMT+0

IAB data reveals that while advertisers expect publishers and ad tech to find workable solutions to measure advertising campaigns, the industry is struggling to arrive at a consensus.

While 60% of industry leaders expect the cookie withdrawal to impact ad campaign measurement, only 46% of the industry has an accurate understanding of Google's Privacy Sandbox. 66% of companies have not yet adjusted their measurement strategies for a post-cookie world.

While first-party data became increasingly prominent in 2021, 60% of the industry is not increasing its investment in this space. On the contrary, investments in third-party data are continuing to grow.

To avoid a measurement blackout, IAB suggests the advertising industry must develop a common language, universal standards and KPIs along with new privacy-centric solutions. The industry must also leverage existing tech standards and use a cross-channel approach to build on them.

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