Cookieless Future Report

How are marketers, agencies, and publishers preparing for life after the cookie? In a series of reports in 2021, The Cookieless Future Report Series will provide insights into how buyers and sellers are approaching the necessary changes they will need to make to address their data and privacy needs and succeed in their third-party cookie-less marketing and selling.

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Cookieless Future Report Overview

BUY-SIDE RESPONDENT QUALIFICATIONS

  • Involved in digital media decision making
  • $1M+ annual ad spend
  • Mix of agency/marketer, verticals, titles

TOPICS COVERED IN OUR BUY-SIDE REPORT

  • Expected adoption/use of contextual targeting, hashed emails, data consortia, data clean rooms, panel-based measurement, cohort-based measurement, The Trade Desk Unified ID 2.0, etc.
  • Anticipated changes to ad spending across media types, platforms.
  • Ways advertisers are gathering first-party data
  • Ways advertisers are vetting third-parties identity services and tools for value, privacy compliance, scale, etc. 
  • Which types of solutions advertisers are most enthusiastic about, and which are overhyped.
  • Alternate targeting tactics considering/using in lieu of IDFA/third-party cookies.
  • Alternate measurement tactics considering/using in lieu of IDFA/third-party cookies.
  • Features/functions that matter when working with ad tech partners/DSPs in the cookieless/IDFA-less future.
  • Companies perceived in best position to navigate cookieless future.
  • Stakeholders involved in identity discussions at the organization.

 

SELL-SIDE RESPONDENT QUALIFICATIONS

  • Involved in display or video sales or operations/monetization
  • 3M+ unique monthly visitors across all digital properties
  • Sells inventory programmatically
  • Mix of small to large, desktop and mobile web/mobile/CTV and OTT

TOPICS COVERED IN OUR SELL-SIDE REPORT

  • High-level sentiment on cookieless/IDFA less future.
  • Ways publishers are preparing for cookieless/IDFA less future – tactics taking to prepare for:
  • Audience targeting/matching
  • Monetization effects
  • Programmatic environments
  • Publisher-specific measurement
  • Compatibility with third-party measurement firms
  • Expected adoption/use of contextual targeting, hashed emails, data consortia, data clean rooms, The Trade Desk Unified ID 2.0, etc.
  • Ways publishers are gathering first-party data.
  • Alternate monetization channels/strategies to offset third-party cookies.
  • Features/functions that matter when working with ad tech partners/SSPs in the cookieless/IDFA-less future.
  • Companies perceived in best position to navigate cookieless future.
Programmatic Intelligence Report

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Sample Insights From The Cookieless Future Report

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Sample Insights From the Cookieless Future Report