December 20, 2021 by Max Willens
When companies and advertisers began casting about for replacements to the third-celebration cookie, many of them pounced on alternate identifiers.
And whereas publishers interrogate that these identifiers will play a key feature in how they plan and measure adverts going forward, right this moment the identifiers are facing a scale ache that will must gain worked out, essentially essentially based fully on sleek Digiday+ be taught.
In November, Digiday requested 76 publisher mavens questions on a collection of matters, including how they are getting ready for returns to the space of job, how their employers are coping with vaccination requirements and how they are adapting their firms to the deprecation of third-celebration cookies. Of these 76, 54 respondents indicated they had at the least tell recordsdata of the corporate’s plans to interchange third-celebration cookies; a majority of these 54 work straight on the plans.
A prime majority agreed that alternate identifiers will play a “key feature” in their advert firms after Google deprecates third-celebration cookies. Yet right this moment, the identifiers provide a itsy-bitsy image of many publishers’ audiences. Better than 40% talked about that they will reach no longer up to half, or none of their viewers using these emerging products. When subtracting the responses from panelists who talked about they did no longer know, that part rises above 60%.
This limitation is probably going to gain smoothed out as Google’s 2023 closing date draws closer. But it also helps showcase why publishers, who gain had their post-cookie sport plans situation for many of this 365 days, dwell disturbed about the effects that third-celebration cookie deprecation could presumably per chance well gain on their firms.
