In the first place . Year, a change in sentiment from may, when a 27% drop was forecast. Half of the respondents said they would switch their demand-side partner if performance fell more than 20%, priming a shake-up to the Iceland Phone Number  ad-tech ecosystem once the cookie phaseout starts to take effect in earnest. Dive insight: advertiser perceptions’ latest analysis suggests the industry shift away from third-party cookies picked up serious traction i Iceland Phone Number  n the second half of last year, while a majority of the firms surveyed were still employing the ad-targeting tactic as of december. Some of the worst fears about cookie deprecation also seemed to recede.

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In the first place . Still, future hits to performance could cause companies to change up their ad-tech roster, and 81% remain concerned about the impact the loss of cookies will have on their business. As brands steel themselves Iceland Phone Number for an uncertain cookieless future, more are moving dollars to social, connected tv and digital video, according to advertiser perceptions. Display advertising is Iceland Phone Number  seen as the channel that will most likely be affected by cookie deprecation, but by december fewer advertisers compared with may expected display, mobile and social to take as significant a hit.Adoption of first-party data unsurprisingly gained steam in h2 2021 as brands began to reassess their priorities. Now, those organizations are likely to put greater pressure on.

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In the first place . Media partners to scale their first-party data sets. With an eye on performance, advertiser perceptions said. Advertisers are already contending. With changes to identifiers that could. Prepare them for the eventual death of cookies in 2023. Apple made its mobile. Identifier for advertisers (idfa) an opt-in feature by default last .Year, an adjustment that’s created a Iceland Phone Number  deleterious .Effect on campaign performance for platforms like facebook. Google has plans to implement. A similar privacy model for android, but won’t do so for another two years. Nearly half. (49%) of advertisers still take advantage of idfa. When they can get consent from users, per advertiser perceptions, and 41% do the. Same Iceland Phone Number  for google id on android. There’s no shortage of cookie .Alternatives emerging for. Advertisers to try out, but none are proven at scale yet.

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