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In a major survey covering over 600 senior decision-makers in publishing and advertising worldwide, DoubleVerify – the digital media measurement, data, and analytics platform – has found that first-part data and contextual data look likely to become the primary advertising currency moving forwards.
The survey, entitled “Post-cookie Questions: What Publishers and Advertisers Are Thinking About the New Digital Advertising Era“, found that while 83% of advertisers believe that their own first-party data is important, 95% are planning on relying on contextual targeting for at least some of their media buys next year. In fact, almost half (48%) anticipate relying on contextual targeting for all media buys.
Other key findings from the report include:
- Advertisers Will Prioritize Publishers With First-Party Data. 76% of advertisers said that they will only directly partner with publishers who have robust first-party data to leverage in support of a campaign. To collect this first-party data asset, 82% of publishers are investing in subscription and registration models.
- Publishers Are Expecting A Revenue Boost. A majority of publishers (64%) believe that cookie depreciation and other privacy-related changes will actually increase revenue. In part, this could be attributed to the fact that it will likely promote more direct relationships with advertisers.
- Publishers Want Options. Publishers expressed interest in a number of solutions to the loss of cookies. 45% are turning to private marketplaces, 40% of publishers believe first-party data to be the best solution, and 34% are leaning into contextual targeting, with 60% believing this strategy will be very important for the business next year.
- Publishers Will Look To Sell Direct. 88% of publishers in the survey believe selling direct will become more important once cookies are deprecated.
The ad tech landscape will undoubtedly change in the coming years as a result of how publishers and advertisers will be allowed to collect data, and it seems that both sides are fairly confident in the solutions put forward.
Mimi Wotring, SVP of Publisher Sales & Client Services, DoubleVerify
Wotring adds, “The advertiser demand and publisher capabilities around contextual targeting, for instance, leave publishers with a strong path forward to achieve revenue goals in 2022.”
