{"id":753101,"date":"2023-05-01T09:53:52","date_gmt":"2023-05-01T13:53:52","guid":{"rendered":"https:\/\/www.marketnewsdesk.com\/index.php\/global-study-one-year-later-how-cookie-deprecation-sentiment-has-shifted-for-publishers-advertisers\/"},"modified":"2023-05-01T09:53:52","modified_gmt":"2023-05-01T13:53:52","slug":"global-study-one-year-later-how-cookie-deprecation-sentiment-has-shifted-for-publishers-advertisers","status":"publish","type":"post","link":"https:\/\/www.marketnewsdesk.com\/index.php\/global-study-one-year-later-how-cookie-deprecation-sentiment-has-shifted-for-publishers-advertisers\/","title":{"rendered":"Global Study: One Year Later \u2013 How Cookie Deprecation Sentiment Has Shifted for Publishers & Advertisers"},"content":{"rendered":"

<\/p>\n

Global Study: One Year Later \u2013 How Cookie Deprecation Sentiment Has Shifted for Publishers & Advertisers<\/b><\/p>\n

Survey findings show how publishers and advertisers are preparing for cookie deprecation<\/i><\/p>\n

NEW YORK–(BUSINESS WIRE<\/a>)–DoubleVerify<\/a> (\u201cDV\u201d) (NYSE: DV), a leading software platform for digital media measurement, data and analytics, today released findings from its \u201cPost-Cookie Questions: The Evolution of Advertising Strategies and Sentiments<\/b>.\u201d This second report in DV\u2019s \u2018Post-Cookie Questions\u2019 research examines the evolution of cookie deprecation strategies, the shift towards user privacy and its impact on digital advertising. The first report, which was released<\/a> in early 2022, evaluated the impact of industry changes in their business models and forward-looking strategies.<\/p>\n

\nConducted in February 2023, across four global markets (U.S., LATAM, APAC & EMEA), the latest report polled over 800 respondents with a wide breadth of industry backgrounds \u2013 from media buyers and ad operations to senior decision-makers on both sides of the industry.<\/p>\n

\nKey findings of the report include:<\/p>\n

Cookie Depreciation Concerns Remain High, But Lessen Year-Over-Year<\/b><\/p>\n

\nOverall publisher concern about the impact of cookie deprecation on their business remains consistent year-over-year, with 60% of publisher respondents indicating they were either \u201cvery concerned\u201d or \u201cmoderately concerned.\u201d However, those who stated \u201cvery concerned\u201d decreased year-over-year by one-quarter (25%). Advertisers indicated that \u201cmultiple browsers phasing out third-party cookies\u201d was their primary concern amidst recent privacy changes. Only 24% of the surveyed publishers stated they currently had a post-cookie solution in place. The remaining respondents were either still testing or hadn\u2019t yet begun the process.<\/p>\n

Publisher Revenue Expectations and Audience Reach Are Top of Mind<\/b><\/p>\n

\nWith third-party cookie deprecation and other privacy-related changes, 48% of publisher respondents in 2023 anticipate cookie deprecation having a positive impact on their company\u2019s revenue. This is a decrease from the 64% of respondents who answered the same in 2022.<\/p>\n

\nOn the advertising side, 31% of advertisers indicated that their ability to target audiences effectively was among their greatest concerns in a cookieless future. Meanwhile, nearly 50% of publishers believed that making data accessible in open-market environments will be one of the biggest challenges with relying on first-party and contextual data.<\/p>\n

\nWhen it comes to first-party data offering and strategies, both publishers and brands vie for supremacy. Nearly half of all advertisers surveyed cited their own first-party data activation as the cookie-independent solution that holds the most promise. Meanwhile, nearly half of all publishers stated the same for their own first-party data activation, highlighting the misalignment.<\/p>\n

Publishers and Advertisers Agree that Contextual and Attention Measurement Are Top Priorities<\/b><\/p>\n

\nAs publishers and advertisers try to balance delivery and scale, contextual solutions and capabilities are top priorities. 96% of publishers surveyed say that contextual advertising capabilities will be important for their businesses in 2023, and 76% of them considered the quality of their contextual capabilities as \u201cgood\u201d or \u201cvery good.\u201d<\/p>\n

\nFor the advertisers, 94% of respondents stated they were planning to rely on contextual advertising for at least some of their buys in their 2023 media strategies, and 78% of them went on to state that the contextual advertising capabilities they\u2019ve seen from publishers as \u201cgood\u201d or \u201cvery good.\u201d<\/p>\n

\n\u201cWhile interest in both contextual and attention-based advertising is on the rise, publishers must always consider what works best for their clients. Attention and contextual solutions represent new opportunities to measure performance in privacy-friendly ways,\u201d said Steven Woolway, EVP of Business Development at DoubleVerify. \u201cOur survey findings indicate that in a post-cookie future, both of these will play a role. In that pursuit, trusted third-party metrics can allow publishers and brands to speak a common language on these topics in the marketplace.\u201d<\/p>\n

Publishers and Brands Look to Align on Attention in 2023<\/b><\/p>\n

\nBoth brands and publishers pointed to attention\u2019s potential as an advertising currency. Publishers have already started adapting, as 94% of publisher respondents have described attention-based capabilities as important to their business this year. On the buy side, advertisers also plan to rely on attention-based metrics (96%) in either most or some of their ad buys in 2023.<\/p>\n

\n\u201cThe imminent deprecation of third-party tracking has publishers and advertisers looking for viable solutions and it seems that both sides are in agreement with contextual, attention and first-party data strategies,\u201d added Woolway. \u201cOpportunities are abundant for publishers and advertisers to align in new and impactful ways, and now is the time to cultivate direct partnerships and develop or refine capabilities.\u201d<\/p>\n

\nAccess the full report here<\/a>.<\/p>\n

\nTo learn more about DV\u2019s efforts to equip both sides of the industry with tools and services to build trust and alignment between buyers and sellers, visit https:\/\/doubleverify.com\/publishers\/<\/a>.<\/p>\n

About DoubleVerify<\/b><\/p>\n

\nDoubleVerify is a leading software platform for digital media measurement and analytics. Our mission is to make the digital advertising ecosystem stronger, safer and more secure, thereby preserving the fair value exchange between buyers and sellers of digital media. Hundreds of Fortune 500 advertisers employ our unbiased data and analytics to drive campaign quality and effectiveness, and to maximize return on their digital advertising investments \u2013 globally.<\/p>\n

\"\"<\/p>\n

View source version on businesswire.com: <\/span>https:\/\/www.businesswire.com\/news\/home\/20230501005418\/en\/<\/a><\/span><\/p>\n

\nMedia:
\n
Chris Harihar
\n
chris@crenshawcomm.com<\/a><\/p>\n

KEYWORDS:<\/b> New York United States North America<\/p>\n

INDUSTRY KEYWORDS:<\/b> Professional Services Data Management Advertising Communications Data Analytics Technology Software<\/p>\n

MEDIA:<\/b><\/p>\n\n","protected":false},"excerpt":{"rendered":"

Global Study: One Year Later \u2013 How Cookie Deprecation Sentiment Has Shifted for Publishers & Advertisers Survey findings show how publishers and advertisers are preparing for cookie deprecation NEW YORK–(BUSINESS WIRE)–DoubleVerify (\u201cDV\u201d) (NYSE: DV), a leading software platform for digital media measurement, data and analytics, today released findings from its \u201cPost-Cookie Questions: The Evolution of Advertising Strategies and Sentiments.\u201d This second report in DV\u2019s \u2018Post-Cookie Questions\u2019 research examines the evolution of cookie deprecation strategies, the shift towards user privacy and its impact on digital advertising. The first report, which was released in early 2022, evaluated the impact of industry changes in their business models and forward-looking strategies. Conducted in February 2023, across four global markets (U.S., LATAM, APAC & EMEA), … <\/p>\n

Continue reading “Global Study: One Year Later \u2013 How Cookie Deprecation Sentiment Has Shifted for Publishers & Advertisers”<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-753101","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"\nGlobal Study: One Year Later \u2013 How Cookie Deprecation Sentiment Has Shifted for Publishers & Advertisers - Market Newsdesk<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.marketnewsdesk.com\/index.php\/global-study-one-year-later-how-cookie-deprecation-sentiment-has-shifted-for-publishers-advertisers\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Global Study: One Year Later \u2013 How Cookie Deprecation Sentiment Has Shifted for Publishers & Advertisers - Market Newsdesk\" \/>\n<meta property=\"og:description\" content=\"Global Study: One Year Later \u2013 How Cookie Deprecation Sentiment Has Shifted for Publishers & Advertisers Survey findings show how publishers and advertisers are preparing for cookie deprecation NEW YORK–(BUSINESS WIRE)–DoubleVerify (\u201cDV\u201d) (NYSE: DV), a leading software platform for digital media measurement, data and analytics, today released findings from its \u201cPost-Cookie Questions: The Evolution of Advertising Strategies and Sentiments.\u201d This second report in DV\u2019s \u2018Post-Cookie Questions\u2019 research examines the evolution of cookie deprecation strategies, the shift towards user privacy and its impact on digital advertising. 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