Changan auto brand enters Ethiopian market with first dealership
Fast-growing middle class and promotion of electric vehicle adoption presents ‘substantial growth opportunities’ for Chinese brand.
DIGITAL MARKETING
Third-party data declines as advertisers try new targeting strategies
By our News Team | 2022
Seventy percent of US advertisers are now using their own first-party data for targeting and measurement, researchers find.
Advertisers’ use of third-party cookies declined almost 10 percent in the latter part of last year, according to the new Cookieless Future Report released by Advertiser Perceptions, a New York-based research agency.
Seventy percent of advertisers are now using their own first-party data for targeting and measurement, the researchers say. They add that advertisers are also testing cohort- and contextual-based data to move from one-to-one targeting, to aggregated targeting and measurement.
“Third-party cookie use declined significantly in six months, and there are strong signs that advertisers are investing in in-house first party data and contextual and cohort-based solutions of identification and measurement to ensure longer-term success,” noted John Bishop, Vice President of Business Intelligence at Advertiser Perceptions.
Image by Nicolekoenig78 from Pixabay
Among the key points from the report:
Lessening performance impact
Most advertisers (81%) remain concerned about the impact that third-party identifier loss will have on their business. On average, advertisers estimate their ad performance will drop by 17%. While sizable, that’s less impact than they originally forecast (27%) last May.
Still using Identifier for Advertisers (IDFA)
Nearly half (49%) of advertisers continue to use IDFA when they can gain consent, while 41% still use Google ID on Android.
Demand-Side Platforms (DSPs) face scrutiny
Half of advertisers will change their DSP partner if they see performance decreases of 20% or more. A majority (67%) intend to move some money away from DSPs that don’t offer one-to-one targeting toward those that do. A DSP is a type of software that allows an advertiser to buy advertising with the help of automation.
Moving money to digital
Advertisers plan to shift money into social, CTV and digital video despite the potential impacts of cookie phaseout. While display advertising tops the list of ad types that advertisers believe will be affected by cookie deprecation, fewer advertisers expect significant declines in performance for display, mobile and social than in May 2021.
The first-party factor
As advertisers gain greater capabilities for in-house identity resolution and shift toward aggregated targeting and measurement, they will pressure media partners for performance at scale with these data sets.
Data interoperability is paramount
Advertisers put interoperability first when deciding on partners to develop audience without identifiers, while publishers prioritise ease of use. Yet publishers arguably need interoperability more than advertisers. Publishers will need to work with as many partners as possible to attract demand, and will likely need to lean on partners like SSPs that have more resources.
MAZ’s 2026 Marketing Week engages local marketers on key topics
Week of activities and events creates opportunities for networking, knowledge sharing and hearing insights from industry experts.
Memorable visuals in ads are more likely to lead to purchase – study
Research suggests that attention-grabbing campaigns may need to be paired with memorable visual design to influence buying decisions.
Underperforming Port of Cape Town seeks a private sector boost
Cape Town’s port must be a competitive advantage rather than a bottleneck that constrains trade, investment and supply chains.
H&M makes senior leadership appointment for South African market
Experienced retail executive Ricardo Valente Da Conceicao returns to Africa as GM, bringing expertise gained in various overseas markets.
Turkish supermarket group BIM hits 1,000-store landmark in Morocco
Local consumers are proving receptive to BIM’s private-label goods and hard-discount model as they struggle with inflationary pressure.
Current issue of AMC magazine brings critical insights for marketers
Issue 1 2026 of Strategic Marketing for Africa, the magazine for deep-thinking African marketing professionals, highlights key trends.
Visit Rwanda announces partnership with Aston Villa Football Club
Rwanda’s tourism marketing arm signs agreement to be the English club’s main shirt sponsor after deal with Arsenal FC ends.
Africa declares a new standard for its communications profession
For too long, the PR landscape has had no shared standard for who practises in it or what responsibility they carry, founders say.
Researchers find a new way to enhance social media influencer messaging
By carefully selecting followers to engage with an influencer’s post, marketers can significantly increase the post’s spread.
Watchdog instructs auto brand to remove or amend TV ad campaign
SA’s Advertising Regulatory Board finds Kia advertisement could be offensive to people with certain health disorders.
