The deprecation of third-party cookies has put the topic of identity in the limelight. In this piece, Susan Wu, Senior Director, Marketing Research at PubMatic shares her views on how advertisers and publishers can approach identity and shares advice for moving forward.
Publishers and buyers agree: While the future of alternative solutions to the third-party cookie is still uncertain, there is tremendous opportunity for an addressable open internet and addressing the issue is a priority for many in 2021.
With the ad tech industry still evolving around the change in identity resolution, both publishers and buyers are taking stock of what their options are moving forward.
A significant portion of publishers are considering their approach to identity resolution—25 percent for web and 39 percent for mobile app—according to a recent study by Advertiser Perceptions (Fig 1). Those who have taken steps towards addressing the challenges, are leveraging first-party data, consulting with identity resolution vendors and adjusting their monetization strategy. As one publisher surveyed said, “First-party data is one of our biggest and most unique selling points. We need either a wrapper partner or SSP or both who we can trust to work with our first-party data and make it accessible when we want it to be accessible.”
Buyers, on the other hand, have a greater sense of urgency and are leaning into and investing in the offerings of advertising technology vendors. Nearly half of all brand marketers and agencies indicated they plan to spend more on identity resolution issues in 2021 than they did in 2020 (Fig 2).
US buyers have expressed urgency in keeping automated advertising transactions as seamless as possible, and many are investing in an identity-based solution now.
According to research:
- 65 percent of buyers said they are relying more heavily on ID graphs built on first-party data
- 51 percent are relying more heavily on second-party data built via data co-ops with other agencies and brands
- 48 percent are relying more heavily on second-party data from publishers
The leading perspective of the ecosystem is that ad tech partners are the ones who can move the needle to help buyers and publisher devise an addressability solution that improves upon the cookie (Fig 3). It’s a critical time for buyers to start testing their identity resolution strategies, and for publishers to revisit their monetization roadmap.
For buyers and publishers who are on the path towards solving for addressability, there are a few key areas to consider while developing identity resolution strategies:
- Have cross ID management interoperability. It is unclear which ID will be the preferred replacement, or perhaps multiple IDs will serve a variety of strategic purposes. As the industry evolves into the next era of audience addressability, adopt an identity management solution like PubMatic’s Identity Hub that allows better, easier multiple ID control and management.
- Know your audience. Publishers should explore how to capture more usable data, by collecting their own and by creating closer relationships with first-party data sources.
- Stay adaptable. There is a growing belief that publishers who leverage open-source wrapper technology can more quickly adapt to future disruptions to third-party cookie use.
- Look for a performance and insights partner. More than just the technology, both buyers and publishers should consider an identity resolution service partner who can provide insights, be a consultative partner, and is aligned in their company roadmap.
See PubMatic’s data infographic on what publishers and marketers are saying about their plans for audience addressability after cookies phase out.
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]
Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]
According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]
Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]
Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]
Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]
The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]