
2021 AMC Relaunch Press Release
COVID-19 crisis demands renewed collaboration between african marketing professionals.
DIGITAL MARKETING
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.
COVID-19 crisis demands renewed collaboration between african marketing professionals.
PR industry veteran moves from leading the South African operation to taking on a pan-African communications role.
With the increasingly urgent need to find ways to obtain first-party client data, loyalty apps could provide one solution.
Nigerian-based company says consumer demand saw its orders increase by 40 percent year-on-year and revenue rise by 44 percent.
The challenge is to find content marketing specialists who produce quality content that performs well and delivers on business objectives.
A growing emphasis is being placed on the importance of word-of-mouth marketing online as a primary component of e-commerce success.
Joint strategy will include co-branded product campaigns, limited-edition merchandise giveaways and limited-edition promotions.
With virtual reality seemingly the next big thing in marketing, perhaps it’s not surprising that influencers are going that way too.
Company says it wants to scale the production of certain fresh food staples, which will reduce the cost to end users.
Online collection of consumer data has created new and growing opportunities for alcohol marketers, global health body warns.
Global warming means residents of Miami tend to get hot under the collar in summer. Coors Light marketers think they can make a difference.
But understanding remains low and only 15% of people know what it is and can explain it to someone else.