DoubleVerify：后cookie時代廣告策略和情緒是如何演變的

POST-COOKIEQUESTIONS:

HOWADVERTISINGSTRATEGIES

ANDSENTIMENTSAREEVOLVING

Surveyresultsshowhowadvertisersandpublishersare

preparingforafuturewithoutthird-partycookies

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POST-COOKIESURVEYREPORT

TABLEOFCONTENTS

Foreword........................................................................................................................................................3.

Methodology...................................................................................................................................................4.

DeprecationSolutionsAreProgressing.......................................................................................................5.

BuyersandSellersFindAgreementandMisalignment...............................................................................8.

BothSidesVieforFirst-PartyDataSupremacy.........................................................................................10.

EveryoneTurnsTowardsAttention.............................................................................................................12.

KeyTakeaways...........................................................................................................................................14.

3

ThePotentialforCollaboration

Buyersandsellersstandtobenefitbyworkingmorecloselytogetherandstrivingtoreachalignment.

PayAttentiontoAttention

Attention-focusedmetricsareahottopiconboththesupplyandthedemandside

POST-COOKIESURVEYREPORT

Foreword

Asthird-partycookiedeprecationloomsonthehorizon,buyersandsellersalikehavehadanotheryeartoplanforthesignificantindustryshift.Advertisershaveplentyofquestionsaboutmaintainingperformanceand

measurementexpectations.Meanwhile,publishershavequestionsaboutrevenue,technologyandoperationalchangesthatwillimpacttheirbusinesses.Aroundthem,therestofadtechisshiftingbeneaththeirfeet.

Someoftheindustry’sbiggestplayershavealsoadjustedtheirpriorities.

Applehasheld

firmtoitslineinthesandsetin2020againstthird-partycookiesthroughitsIntelligentTracingPreventionfeature(ITP).Googlehasdelayedtheirpartoftheprocessmultipletimes,withthelatestcutoffdatesetforthesecondhalfof2024.TherationaleforthiswassummedupwellbytheVPofGoogle’s“PrivacySandbox”initiative,AnthonyChavez:

“Themostconsistentfeedbackwe’vereceivedistheneedformoretimetoevaluateandtestthenewPrivacy

Sandboxtechnologiesbeforedeprecatingthird-partycookiesinChrome,”ChavezsaidinablogpostedinJulyof

2022.The“PrivacySandbox”isGoogle’songoingefforttocreatetechnologythatisconsiderateofuserprivacy,

butstillallowsdigitalbusinessestoearnrevenueandkeeptheinternetfreeforall.

Thisspiritofexperimentationisonethat’sbeensharedbymanywithintheindustryastheyfindtheirownwaystomoveonfromthird-partycookies.Theinternetischanging,andtheneedisgreatforsolutionsthateffectivelyrespondtothedemandforimproveduserprotectionswhilealsoensuringthatanad-supportedinternetthrivesinaprivacy-consciousfuture.

Butwhatdothosesolutionslooklike,andhowhasgeneralsentimentchangedsincedeprecationbegan?ThesearequestionsthatDoubleVerify(DV)soughttoanswerinthisreportbasedonsurveyinsightsfromadvertisersandpublishers.

ALightattheEndoftheTunnel

Deprecationconcernsare

top-of-mind,buttherearesignsofprogressandoptimism.

TheRoleofFirst-PartyData

First-partydataisindemand,butprogressmustbemadeintermsoftrustandactionability.

ADVERTISER

11575

APAC

8137

LATAM

POST-COOKIESURVEYREPORT

Methodology

ThisisDV’ssecondeditionofthispost-cookiereport,

thefirstofwhichwasreleasedinearly2022.

The

respondentscomefromawidearrayofindustrybackgrounds,frommediabuyerstoadoperationsspecialiststoexecutiveleadershiponbothsidesofthemediatransaction.

PUBLISHER

406Respondents404Respondents

229288

US

167104

EMEA

DVisusingthisdatatotrackrelevantindustrytrendsinperceptionandactionastheendofthird-partycookiesapproaches.ThesurveywasfieldedbyPureSpectrumResearchonDV’sbehalf.

4

5

POST-COOKIESURVEYREPORT

DeprecationSolutionsAreProgressing

ConcernsRemainHigh,butMoreAreBecomingComfortable

Publishersremainconcernedabouttheimpactofcookiedeprecationontheirbusinessyear-over-year(YoY),with59.9%ofpublisherrespondentsindicatingtheywereeither“somewhatconcerned”or“moderately

concerned.”However,thosewhosaid“veryconcerned”decreasedby42.6%YoYandthosewhosaid“not

concerned”increasedbymorethandouble.Thesechangessuggestthattheindustryiscomingdowntoearthfromtheinitialshock,andgettingrealaboutfindingsolutions.

PUBLISHER

Howconcernedareyouabouttheimpactofcookiedeprecationandother

privacy-relatedchangesonyouroverallbusiness?

20222023

30.00%

20.00%

10.00%

0.00%

36.20%

35.60%

24.30%

23.80%

25.10%

18.60%

11.70%

14.40%

3.30%

7.20%

Notatall

concered

Slightly

concerned

Somewhat

concerned

Moderately

concerned

Very

concerned

Concernexistsonthebuysideaswell.Advertisersindicatedthat“multiplebrowsersphasingoutthird-partycookies”wastheirprimaryworry.Thisissueheldthetopspotin2022,andincreasedfrom38.5%to45.1%in2023,showingthehighrelevanceofbrowserdecisionsastheindustrypreparesforcookiedeprecation.

6

0.8

63.80%

0.6

48.0%

37.60%

0.4

27.40%

14.40%

0.2

8.80%

0.0

POST-COOKIESURVEYREPORT

Muchofthecontinuedthird-partycookieconcernonbothsidescouldbeattributedtouncertaintyaroundthemosteffectivesolutionsandworkflows.Only24%ofpublishersstatedtheycurrentlyhadapost-cookiesolutioninplace.Theremainingrespondentswere

eitherstilltestingorhadn’tyetbeguntheprocess.Thiscorrespondswithastrongfeelingfrombuyersand

sellers(47.8%and44.1%respectively)thatGooglewill

issueanotherdelaytothedeprecationprocessahead

ofitsself-imposed2024deadline.Itwouldn’tbethe

firsttimethey'vedoneit,afterall.

PUBLISHER

DoyouthinkGooglewilldelay

cookiedeprecationagain?

Unsure

30.4%

Yes

No

25.5%

44.1%

TopofMind:RevenueExpectationsandAddressability

OneofthesharpestdifferencesYoYwasinpublisherrevenueexpectationsinapost-cookieworld.In2022,

63.8%ofpublishersthoughttheirrevenuewouldincreaseafterthird-partytrackingended,fallingto48%in2023.

PUBLISHER

Whatdoyouanticipatewillbetheimpactofcookiedeprecation

andotherprivacy-relatedchangesonyourrevenue?

20222023

IncreaseNotbeimpactedDecrease

7

Improvedpositioningfrom

publishers,supportedby

third-partyqualitymetrics,

canincreaseadvertisertrust

infirst-partydatasets.

POST-COOKIESURVEYREPORT

ADVERTISER

Rankwhichissuesareofgreatestconcerntoyouinacookielessfuture?

Highest

Concern

Lowest

Concern

1

5

2.88

Ourabilitytoeffectively

targetaudiences

Themosteffectivewayto

leverageourfirst-partydata

2.99

Theeffectivenessandaccuracy

ofourmediamixmodeling

3.29

Theeffectivenessandaccuracy

orourattributionmodeling

3.62

Ourabilitytomeasureandoptimize

campaignperformance/specificKPIs

3.85

4.36

Ourabilitytoexecutea

cross-channelmediaplan

30.5%ofadvertisersindicatedthattheirabilitytotargetaudiences

effectivelywasamongtheirgreatestconcernsinafuturewithout

third-partycookies.First-partydatastandstohelppublishersincrease

revenuewhileaddressingadvertisertargetingconcerns.However,

moreworkisneededtobuildadvertisertrustinpublisherfirst-party

datasources.49.8%ofpublishersbelievedthatmakingdataaccessible

inopen-marketenvironmentswillbeoneofthebiggestchallengesin

scalingfirst-partyandcontextualdata.

Theupshotfromthisdataisastrongsupportoneithersidefor

first-partydata,bothfortheirownandforeachother’s.Butthere

isalsoaneedforgreatertransparency,andimprovedstorytelling

frompublishersthatcanimproveadvertisertrustinfirst-partydata.

Itseems,despitethebilateralsupport,thereismoreworktobe

donebeforeeveryonecanfullyreapthebenefitsofafirst-party

dataapproach.

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POST-COOKIESURVEYREPORT

BuyersandSellersFindAgreementandMisalignment

IndustryAgreesonRisingImportanceofDirectPartnerships

Amongthosesurveyed,81%ofpublishersbelievethatdirectrelationshipswillbecomemoreimportantonce

third-partycookiesaredeprecated.Furthermore,83.7%ofadvertiserssaidtheywillonlypartnerwithpublishersthathaverobustfirst-partydatatoshare,whichisoftenenabledthroughdirectrelationships.

PUBLISHER

Doyouthinkdirectadvertisertopublisherrelationshipswill

becomemoreimportantoncecookiesaredeprecated?

No

19.3%

Yes

80.7%

MutualInterestRemainsforContextualSolutions

Contextualsolutionsaretop-of-mindastheindustryseeksprivacy-forwardmethodstomaximizescaleand

performance.Thisissupportedbyconsumerexperienceandengagementincontext-basedadvertising.DV’s2022report,

FourFundamentalShiftsinAdvertising&Media

notedthat67%ofconsumersweremorelikelytopayattentiontoanadifitwascontextuallyrelevanttotheirinterests.

Acommanding96%ofpublisherssurveyedthinkthatcontextualadvertisingcapabilitieswillbeimportantfortheirbusinessesin2023.Additionally,76%ofthemconsideredthequalityoftheircontextualcapabilitiestobeeither“good”or“verygood.”

PUBLISHER

Howimportantwillyourcontextualadvertisingcapabilites

beforyourbusinessin2023?

50.7%45.3%

150

100

4.0%

50

0

VeryModeratelyNot

importantimportantimportant

9

27.1%

16.6%

21.7%

24.3%

30.5%

20.5%

33.7%

30.7%

31.0%

39.1%

14.0%

32.7%

37.9%

12.6%

47.3%

49.0%

Similarpositivitycanbefoundonthebuy-side.Contextual

advertisingjumpedfrom24%to30.5%inpositiveadvertisersentimentasasolutionthatholdspromiseinreplacing

cookie-dependentsolutions.Infact,93.6%ofadvertiser

respondentsstatedtheywereplanningtorelyoncontextualadvertisingforatleastsomeoftheirbuysin2023.Intermsofmarketplaceexpectations,77.9%ofthemsaidthecontextualadvertisingcapabilitiesthey’veseenfrompublisherswere

either“good”or“verygood.”That’sa65%increaseYoYintermsofadvertisersentiment.

PUBLISHER

POST-COOKIESURVEYREPORT

93.6%

Ofadvertisersstatedtheywere

planningtorelyoncontextualadvertisingforsomeor

mostoftheirbuysin2023

SolutionMisalignmentExistsonBothSidesoftheIndustry

Despitesignsofoptimism,thesurveyhighlightedareasofmisalignment.Whenaskedwhichsolutionsholdthegreatestpromiseinreplacingcookie-dependentadvertising,responsesweremixed.ThebiggestdisparitieswerearoundconfidenceinGoogle’ssolutions,programmatic-directdealsandfirst-partydatahierarchy.

ADVERTISER

Whichsolutionsdoesyourorganization

believeholdsthegreatestpromiseinreplacingcookie-dependentsolutions?

AdvertisersPublishers

0%

10%20%30%40%50%

Publisherfirst-partydataactivation

Advertiserfirst-partydataactivation

UnifiedIDtechnology

Contextualadvertising

Attention-basedmetrics

Socialmediaadvertising/targeting

ProgrammaticdirectdealsorPMPs

GoogleTopics(formerlyknownasFLoC)

10

POST-COOKIESURVEYREPORT

BothSidesVieforFirst-PartyDataSupremacy

BrandsAreFocusedonTheirOwnFirst-PartyDataStrategies

Anewinsighthighlightedinthesurveyisthegrowthofadvertiserfirst-partydata.Ontheadvertiserside,

62.3%ofrespondentsindicatedthattheirownfirst-partydatais“veryimportant,”a59%increasefrom2022.

Additionally,nearlyhalfofalladvertiserssurveyedcitedtheirownfirst-partydataactivationasthecookie-

independentsolutionthatholdsthemostpromise.Thisisa97%increasefromwhatrespondentssaidin2022.

ADVERTISER

AdvertiserPerceptionofFirst-PartyData

250

200

150

100

50

0

Howimportantisyourown

first-partydatamovingforward?

62.3%

335%

.

4.2%

Very

important

Not

important

Moderately

important

250

200

150

100

50

0

Howimportantispublisher

first-partydatamovingforward?

55.2%

39.4%

54%

.

Very

important

Not

important

Moderately

important

PublishersStrivetoImproveFirst-PartyDataAppealandActivation

Meanwhile,publishershavebeenbuildinguptheirfirst-partydataofferings,attemptingtomakethemmore

appealingtobuyers.73%ofpublishersarecurrentlyinvestinginfirst-partydatacollectionstrategies,withemailmarketing(54%)beingthemostcommontoolforgrowingfirst-partydatasets.

PUBLISHER

Ratethequalityofyourownorganization’sfirst-partydatamanagementandactivation

20222023

50.0%

39.2%25.5%34.3%41.8%22.9%29.5%

20.0%

10.0%

2.0%2.7%1.6%0.5%

0.0%

VerygoodGoodAcceptablePoorVerypoor

11

40.6%

37.9%

36.4%

36.1%

19.8%

0.2%

POST-COOKIESURVEYREPORT

Whilefirst-partydatagrows,confidencehasfallenintermsofactivationandmanagement.Publishersthatrankedtheiractivationas“verygood”fellby35%YoY.Whilemanyofthoserespondentsfellintothe“good”or“acceptable”camp,thedropinconfidenceshowsanopportunityforpublisherstofurtherdevelopstrategiesthatbuildadvertisertrustintheirfirst-partydata.

OpportunitiesforThird-PartyMeasurementtoBuildTrustinFirst-PartyData

Althoughtheyhaveahighoutlookfortheirowndata,advertisersindicatedthatpublisherfirst-partydatawillalsobeastrongpriority.94.6%ofadvertisersstatedthatpublisherfirst-partydatawillbeeither“veryimportant”or

“moderatelyimportant”movingforward.Anoverwhelming83.7%ofadvertiserrespondentsstatedthatthey“willonlypartnerwithpublisherswhohaverobustfirst-partydatatoshareinsupportofacampaign.”

Third-partycookiesmaybegoingaway,butthird-partymetricswillcontinuetobeanimportantpartofdigitaladvertisingtransactions.Combiningfirst-partydatawiththird-partymetricsrelatedtocontext,brandsuitability,viewabilityandattentioncanhelppublishersbetterpositiontheirofferingsinthemarketplace.

PUBLISHER

Whatdoyouthinkthebiggestchallengeswillbe

withrelyingonfirst-partyandcontextualdata?

Makingdataaccessibleinopen-marketenvironments

Reevaluatingourpackagingandsellingstrategytomeetclientneeds

Advertiserbuy-inandadoption

Audiencetargetingcapabilities(ownedproperties)

Inconsistentdataandmeasurementstandards

Audiencetargetingcapabilities(viaextension)

Other

49.8%

050100150200250

POST-COOKIESURVEYREPORT

EveryoneTurnsTowardsAttention

Attentionmetricslooktobeakeyfocusforbrandsandpublishersin2023,withbothsidesspeakingtoitspotentialasanadvertisingcurrency.Whenaskedaboutthesolutionsthatholdthegreatestpromiseinreplacingcookie-dependency,attention-basedmetricscamein3rdforadvertisersat34%.Publishersechoedthis

94%

sentimentwith30.7%ofresponses.

Publishershavealreadyadaptedtoindustrysentiment,with94%ofpublishersdescribingattentionaseither“moderatelyimportant”or“veryimportant”totheirbusinessthisyear.Thosesamepublishers indicatedconfidenceintheirattention-basedcapabilities,with77%ofthemstatingcommonlythattheirofferingwaseithergoodorbetter.

ofpublishersdescribed

attention-based

capabilitiesaseither

“moderatelyimportant”

or“veryimportant”in2023

200

150

100

50

0

PUBLISHER

Ratethequalityofyourattention-basedadvertisingcapabilities

47.5%

28.9%

22.8%

0.8%

0%

VerygoodGoodAcceptablePoorVerypoor

Onthebuyside,96%ofadvertisersplantorelyonattention-basedmetricsineithermostorsomeoftheirad

buysin2023.Whileonly28%ofadvertisersrankedpublisherattention-basedofferingsas“verygood,”theyseemsatisfiedoverallwithwhatthey’reseeinginthemarketplace.

12

13

36.5%

POST-COOKIESURVEYREPORT

ADVERTISER

Howmuchareyouplanningonrelyingonattention-basedmetricsinyourmediastrategy

in2023?Attentionmetricswillbepartof:

MostofOurBuys

SomeofOurBuys

NoneofOurBuys

4.2%

59.4%

050100150200250

ADVERTISER

Ratethetypicalqualityoftheattention-basedadvertisingcapabilitiesyou’veseenfrompublisherswithindirectandpremiumprogrammaticdeals

200

150

100

50

0

51.2%

27.8%

20.1%

1.0%

0%

VerygoodGoodAcceptablePoorVerypoor

BalancingContextualandAttentionUseCases

Whileinterestinbothcontextualandattention-basedadvertisingisontherise,publishersmustalwaysconsiderwhat

worksbestfortheirclientsandbusiness.Trustedthird-partymeasurementforcontextualandattentioncanallow

publishersandbrandstospeakacommonlanguageonthesetopicsinthemarketplace.

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POST-COOKIESURVEYREPORT

KeyTakeaways

ThePost-CookiePictureisGettingClearer,Slowly

Theimminentdeprecationofthird-partycookieshaspublishersandadvertiserslookingseriouslyforviable

solutions.Luckily,bothsidesfindagreementontopicssuchascontextual,attentionandfirst-partydataactiva-tiontofindtheirwaythrough.Consideralsothatanypost-cookiesolutionrequirestrustandacceptancefrombothparties,whichhasprovenchallengingforpublishersintermsoffirst-partydata