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The Inevitable Cookieless Future Will Alter Programmatic Strategy

The Inevitable Cookieless Future Will Alter Programmatic Strategy

The cookieless future is arriving sooner or later, even if the inevitable keeps getting postponed. Regardless of timing, advertisers still have cookieless front of mind and are adjusting accordingly. eMarketer’s Ad Targeting 2021 polled ad executives and many have not overhauled their strategy yet; 2022 will likely be the year catch up begins if it hasn’t already. eMarketer predicts that in this post-cookie world, multiple tiers of targeting will be required depending on which identifiers are coming through with a given bid request. Our best advice would be to start implementing multiple tiers of targeting sooner rather than later.
To read more about Bidtellect’s cookieless strategy and emphasis on our mix of contextual targeting, optimization, and audience creation, download our onesheet Bidtellect’s Solutions: Brand Safety and Context Control.

  • The IAB’s 2021 “State of Data” report estimated $12.3 billion in spending last year on third-party audience data, as well as $8.0 billion on data activation solutions. Most of the audience data spending-$7.3 billion-went toward data used for digital channels (IAB via eMarketer, 2021)
  • The largest chunk of that spending was on demographic, firmographic, psychographic, and attitudinal data.
  • Programmatic is booming regardless: The US programmatic digital display ad market will pass the $100-billion mark by 2022, as third-party cookie deprecation looms closer (eMarketer, 2021)
  • Advertisers in the US will spend $285.58 billion on paid media to reach consumers with messaging (eMarketer, 2021).
  • About half of adult US internet users said that when brands use their data in advertising, it helps them discover (50%) a