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Advertisers adaptation to a world without third-party cookies

Advertisers adaptation to a world without third-party cookies

Next year, Apple will put into effect the default opt-out of its device identifier, IDFA (Identifier for Advertisers). Just over half of US advertisers recognize this too will significantly impact their video advertising. International advertisers, who were surveyed after the announcement that Apple would delay this privacy measure to 2021, are less likely to consider it an immediate concern.

Contextual data will be the immediate answer to a world without third‐party cookies and device‐based identifiers. Advertisers say they will increasingly rely on contextual data to inform their video advertising strategy and at least one‐in‐four say their video platform partners must offer advanced contextual targeting. Advertisers will need accurate and precise contextual targeting so an ad fits with what the consumer is watching. Still, contextual data is not the single solution.

Identity solutions offer a comprehensive view of the consumer based on scaled probabilistic and/or deterministic data. Despite the perceived benefits, few advertisers report currently investing in proprietary first‐party identity graphs to power an identity solution.

Today’s advertisers have the opportunity to champion consumer data privacy. By maximizing the use of first‐party data and engaging with the right partners, advertisers can get a more holistic view of the consumer. In so doing, they will create more relevant ads and also drive greater ad effectiveness.