How To Navigate A Post-Cookie World

How To Navigate A Post-Cookie World

Navigating a post-cookie world, upskilling and more digital investment are set to drive the advertising industry in 2022, a new Quantcast study has revealed.

The Quantcast Asia Pacific 2022 state-of-play report has explored where the future of digital advertising is headed, what challenges and opportunities lie ahead.

It also looks at where advertisers are planning investments and what skills gaps need to be filled.

The Demise Of The Third-Party Cookie

The demise of third-party cookies will be a key theme in 2022 for marketers, media agencies and publishers.

Third-party cookies decline will happen alongside a renewed focus on implementing a multi-channel campaign approach and navigating evolving issues around consent and first-party data.

APAC marketers and agencies said changing consumers, marketing ROI and measurement were their biggest challenges in the new year.

Industry professionals across the board have also planned to upskill their talent in audience insights, artificial intelligence (AI) and machine learning (ML) technology.

Connected TV (CTV), social and programmatic video will dominate spending in rising media budgets in the APAC region.

However, investment in more traditional channels like print and out-of-home (OOH) is set to decline.

Additionally, seven in 10 survey respondents said advertising on the open internet is very important to them.

Quantcast, managing director Asia Pacific, Andrew Double (Pictured above), said, “The APAC media industry is currently undergoing its most pivotal transformation yet, with recurring themes such as the demise of third-party cookies, consumer privacy and programmatic shaping how the advertising sector plays out in our accelerating digital future.”

“Ad spend is on the rise and is slated to reach $243.6 billion in the APAC region alone in 2022.”

“We’re anticipating a lot of this budget to be invested in connected TV, programmatic video and social media in 2022 and beyond.”

The state-of-play report was based on an online survey of nearly 600 advertising and marketing professionals from across Australia, New Zealand and Asia.

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Andrew Double APAC quantcast third-party cookies

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