AdExchanger’s 2021 Identification Particular Report takes the heart beat of main digital advertising and marketing executives on identification, privateness and the top of third-party cookies.
Right here’s a snippet:
The digital advertising and marketing trade is experiencing a interval of transformational change. Third-party cookies, already blocked by default on Safari and Firefox, are being phased out by Chrome, the world’s most penetrated browser.
However the trade is split as as to whether the brand new options which are rising to exchange this core constructing block of digital promoting will truly enhance shopper privateness.
In the meantime, the identification image is impacted by two different macro tendencies. Linear TV promoting budgets are shifting to related TV, which provides advertisers digital-like focusing on and measurement capabilities. On the identical time, walled gardens have continued to seize much more shopper consideration and promoting funding.
Intently tied to those vital adjustments and shifts are the dual challenges of shopper privateness safety and proliferating information laws.
In consequence, we’re seeing a brand new identification ecosystem emerge. The promise of digital advertising and marketing and promoting is sure to an understanding of end-user identification – or, no less than, detailed and distinctive person cohorts.
But, there are nonetheless many unknowns and unanswered questions on the way forward for identification which are nonetheless solely within the early phases of being addressed – and, as demonstrated on this research, there is not settlement on what the result can be. Our readers maintain divergent opinions on what these adjustments will imply for the trade.
However most are nicely conscious of and actively pursuing choices that goal to unravel for the lack of third-party cookies. Stable majorities, as illustrated by our survey information, are amassing extra first-party information, testing new identification decision options and utilizing contextual information extra often. Simply over half of digital entrepreneurs are tapping into second-party information and taking part in trade information partnerships.
The one factor everybody agrees on, nonetheless, is that how identification is decided and utilized in digital promoting is within the midst of being wholly redefined.
New identification and privateness requirements can be set over the subsequent few years on the identical time we’re more likely to see continued speedy shifts in shopper digital media consumption and innovation by expertise suppliers and media corporations.
Perception #1: The trade is shifting ahead with email-based replacements to third-party cookies – but digital advertising and marketing professionals are break up on whether or not these options enhance privateness
The digital advertising and marketing trade is break up in half on the query whether or not email-based identifiers are extra privacy-safe than third-party cookies.
Forty-four p.c really feel e mail is extra privacy-safe than third-party cookies, however one other 44% disagree. Twelve p.c merely don’t know.
Survey respondents have been additionally requested to offer write-in feedback (out there to learn within the report), a number of of who famous that how privacy-safe these options are will depend on how the info is being dealt with, shared and saved.
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