后cookie時代廣告策略和情緒是如何演變的（英）

POST-COOKIE

QUESTIONS:HOW

ADVERTISING

STR

ATEGIESAND

SENTIMENTS

ARE

E

VOLVINGSurvey

results

show

how

advertisers

and

publishers

arepreparing

for

a

future

without

third-party

cookiesPOST-COOKIE

SURVEYREPORTTABLE

OF

CONTENTSForeword

........................................................................................................................................................3.Methodology

...................................................................................................................................................4.Deprecation

Solutions

Are

Progressing

.......................................................................................................5.Buyers

and

Sellers

Find

Agreement

and

Misalignment

...............................................................................8.Both

Sides

Vie

for

First-Party

Data

Supremacy

.........................................................................................10.Everyone

Turns

TowardsAttention

.............................................................................................................12.Key

Takeaways

...........................................................................................................................................14.2POST-COOKIE

SURVEYREPORTForewordAsthird-partycookiedeprecationloomsonthehorizon,buyersandsellersalikehavehadanotheryearto

planforthesignificantindustryshift.Advertisershaveplentyofquestionsaboutmaintainingperformanceandmeasurementexpectations.Meanwhile,publishershavequestionsaboutrevenue,technologyandoperationalchangesthatwillimpacttheirbusinesses.Aroundthem,therestofadtechisshiftingbeneaththeirfeet.Someoftheindustry’sbiggestplayershavealsoadjustedtheirpriorities.Applehasheld

firmto

itslineinthesandsetin2020againstthird-partycookiesthroughitsIntelligent

Tracing

Preventionfeature(ITP).Googlehasdelayedtheirpartoftheprocessmultipletimes,withthelatestcutoffdatesetforthesecondhalfof2024.

TherationaleforthiswassummedupwellbytheVPofGoogle’s

“PrivacySandbox”initiative,AnthonyChavez:“Themostconsistentfeedbackwe’ve

receivedistheneedformoretimeto

evaluateandtestthenewPrivacySandboxtechnologiesbeforedeprecatingthird-partycookiesinChrome,”

ChavezsaidinablogpostedinJulyof2022.

The“PrivacySandbox”isGoogle’s

ongoingeffortto

createtechnologythatisconsiderateofuserprivacy,butstillallowsdigitalbusinessestoearnrevenueandkeeptheinternetfreeforall.Thisspiritofexperimentationisonethat’s

beensharedbymanywithintheindustryastheyfindtheirownwaysto

moveonfromthird-partycookies.

Theinternetischanging,andtheneedisgreatforsolutionsthateffectivelyrespondtothedemandforimproveduserprotectionswhilealsoensuringthatanad-supportedinternetthrivesinaprivacy-consciousfuture.Butwhatdothosesolutionslooklike,andhowhasgeneralsentimentchangedsincedeprecationbegan?

ThesearequestionsthatDoubleVerify(DV)soughtto

answerinthisreportbasedonsurveyinsightsfromadvertisersandpublishers.A

Light

at

the

End

of

the

TunnelDeprecationconcernsaretop-of-mind,buttherearesignsofprogressandoptimism.The

Potential

for

CollaborationBuyersandsellersstandto

benefitbyworkingmorecloselytogetherandstrivingto

reachalignment.The

Role

of

First-Party

DataPay

Attention

toAttentionAttention-focusedmetricsareahottopiconboththesupplyandthedemandsideFirst-partydataisindemand,butprogressmustbemadeintermsoftrustandactionability.3POST-COOKIE

SURVEYREPORTMethodologyThisisDV’s

secondeditionofthispost-cookiereport,thefirstofwhichwasreleasedinearly2022.

Therespondentscomefromawidearrayofindustrybackgrounds,frommediabuyersto

adoperationsspecialiststo

executiveleadershiponbothsidesofthemediatransaction.ADVERTISERPUBLISHER406Respondents404Respondents229

288115

75APACUS81

37LATAM167

104EMEADVisusingthisdatatotrackrelevantindustrytrendsinperceptionandactionastheendofthird-partycookiesapproaches.

ThesurveywasfieldedbyPureSpectrumResearchonDV’s

behalf.4POST-COOKIE

SURVEYREPORTDeprecation

Solutions

Are

ProgressingConcernsRemainHigh,butMoreAreBecomingComfortablePublishersremainconcernedabouttheimpactofcookiedeprecationontheirbusinessyear-over-year(YoY),with59.9%ofpublisherrespondentsindicatingtheywereeither“somewhatconcerned”or“moderatelyconcerned.”However,

thosewhosaid“veryconcerned”decreasedby42.6%YoY

andthosewhosaid“notconcerned”increasedbymorethandouble.

Thesechangessuggestthattheindustryiscomingdownto

earthfromtheinitialshock,andgettingrealaboutfindingsolutions.PUBLISHERHowconcernedareyouabouttheimpactofcookiedeprecationandotherprivacy-relatedchangesonyouroverallbusiness?2022202330.00%20.00%10.00%0.00%36.20%35.60%25.10%24.30%23.80%18.60%14.40%11.70%7.20%3.30%NotatallconceredSlightlyconcernedSomewhatconcernedModeratelyconcernedVeryconcernedConcernexistsonthebuysideaswell.Advertisersindicatedthat“multiplebrowsersphasingoutthird-partycookies”wastheirprimaryworry.

Thisissueheldthetopspotin2022,andincreasedfrom38.5%to

45.1%in2023,showingthehighrelevanceofbrowserdecisionsastheindustrypreparesforcookiedeprecation.5POST-COOKIE

SURVEYREPORTPUBLISHERMuchofthecontinuedthird-partycookieconcernonbothsidescouldbeattributedtouncertaintyaroundthemosteffectivesolutionsandworkflows.Only24%ofpublishersstatedtheycurrentlyhadapost-cookiesolutioninplace.

Theremainingrespondentswereeitherstilltestingorhadn’tyetbeguntheprocess.

Thiscorrespondswithastrongfeelingfrombuyersandsellers(47.8%and44.1%respectively)thatGooglewillissueanotherdelayto

thedeprecationprocessaheadofitsself-imposed2024deadline.Itwouldn’tbethefirsttimethey'vedoneit,

afterall.DoyouthinkGooglewilldelaycookiedeprecationagain?Unsure30.4%Yes44.1%No25.5%Top

ofMind:RevenueExpectationsandAddressabilityOneofthesharpestdifferencesYoY

wasinpublisherrevenueexpectationsinapost-cookieworld.In2022,63.8%ofpublishersthoughttheirrevenuewouldincreaseafterthird-partytrackingended,fallingto

48%in2023.PUBLISHERWhatdoyouanticipatewillbetheimpactofcookiedeprecationandotherprivacy-relatedchangesonyourrevenue?202220230.80.60.40.20.063.80%48.0%37.60%27.40%14.40%8.80%IncreaseNotbeimpactedDecrease6POST-COOKIE

SURVEYREPORTADVERTISERRankwhichissuesareofgreatestconcernto

youinacookielessfuture?HighestConcern1Our

abilityto

effectivelytarget

audiences2.882.993.293.62Themosteffectiveway

toleverage

ourfirst-party

dataTheeffectiveness

andaccuracyofourmediamixmodelingTheeffectiveness

andaccuracyor

ourattributionmodelingOur

abilityto

measureandoptimizecampaign

performance/specific

KPIs3.854.36Our

abilityto

executeacross-channel

mediaplanLowestConcern530.5%ofadvertisersindicatedthattheirabilitytotargetaudienceseffectivelywasamongtheirgreatestconcernsinafuturewithoutthird-partycookies.First-partydatastandstohelppublishersincreaserevenuewhileaddressingadvertisertargetingconcerns.However,moreworkisneededto

buildadvertisertrustinpublisherfirst-partydatasources.49.8%ofpublishersbelievedthatmakingdataaccessibleinopen-marketenvironmentswillbeoneofthebiggestchallengesinscalingfirst-partyandcontextualdata.Improvedpositioningfrompublishers,supportedbythird-partyqualitymetrics,canincreaseadvertisertrustinfirst-partydatasets.Theupshotfromthisdataisastrongsupportoneithersideforfirst-partydata,bothfortheirownandforeachother’s.Butthereisalsoaneedforgreatertransparency,andimprovedstorytellingfrompublishersthatcanimproveadvertisertrustinfirst-partydata.Itseems,despitethebilateralsupport,thereismoreworkto

bedonebeforeeveryonecanfullyreapthebenefitsofafirst-partydataapproach.7POST-COOKIE

SURVEYREPORTBuyers

and

Sellers

Find

Agreement

and

MisalignmentIndustryAgreesonRisingImportanceofDirectPartnershipsAmongthosesurveyed,81%ofpublishersbelievethatdirectrelationshipswillbecomemoreimportantoncethird-partycookiesaredeprecated.Furthermore,83.7%ofadvertiserssaidtheywillonlypartnerwithpublishersthathaverobustfirst-partydatato

share,whichisoftenenabledthroughdirectrelationships.PUBLISHERDoyouthinkdirectadvertiserto

publisherrelationshipswillbecomemoreimportantoncecookiesaredeprecated?No19.3%Yes80.7%MutualInterestRemainsforContextualSolutionsContextualsolutionsaretop-of-mindastheindustryseeksprivacy-forwardmethodsto

maximizescaleandperformance.

Thisissupportedbyconsumerexperienceandengagementincontext-basedadvertising.DV’s2022report,FourFundamentalShiftsinAdvertising&Media

notedthat67%ofconsumersweremorelikelytopayattentiontoanadifitwascontextuallyrelevantto

theirinterests.Acommanding96%ofpublisherssurveyedthinkthatcontextualadvertisingcapabilitieswillbeimportantfortheirbusinessesin2023.Additionally,76%ofthemconsideredthequalityoftheircontextualcapabilitiesto

beeither“good”or“verygood.”PUBLISHERHowimportantwillyourcontextualadvertisingcapabilitesbeforyourbusinessin2023?25050.7%45.3%200150100504.0%0VeryimportantModeratelyimportantNotimportant8POST-COOKIE

SURVEYREPORT93.6%Similarpositivitycanbefoundonthebuy-side.Contextualadvertisingjumpedfrom24%to30.5%inpositiveadvertisersentimentasasolutionthatholdspromiseinreplacingcookie-dependentsolutions.Infact,93.6%ofadvertiserrespondentsstatedtheywereplanningtorelyoncontextualadvertisingforatleastsomeoftheirbuysin2023.Intermsofmarketplaceexpectations,77.9%ofthemsaidthecontextualadvertisingcapabilitiesthey’veseenfrompublisherswereeither“good”or“verygood.”

That’s

a65%increaseYoY

intermsofadvertisersentiment.Ofadvertisersstatedtheywereplanningtorelyoncontextualadvertisingforsomeormostoftheirbuysin2023SolutionMisalignmentExistsonBothSidesoftheIndustryDespitesignsofoptimism,thesurveyhighlightedareasofmisalignment.Whenaskedwhichsolutionsholdthegreatestpromiseinreplacingcookie-dependentadvertising,responsesweremixed.

ThebiggestdisparitieswerearoundconfidenceinGoogle’s

solutions,programmatic-directdealsandfirst-partydatahierarchy.ADVERTISERPUBLISHERWhichsolutionsdoesyourorganizationbelieveholdsthegreatestpromiseinreplacingcookie-dependentsolutions?AdvertisersPublishers0%10%20%30%27.1%40%50%Publisherfirst-partydataactivation47.3%Advertiserfirst-partydataactivation49.0%16.6%21.7%20.5%UnifiedIDtechnology24.3%Contextualadvertising30.5%Attention-basedmetrics33.7%30.7%Socialmediaadvertising/targeting31.0%39.1%ProgrammaticdirectdealsorPMPs14.0%32.7%37.9%Google

Topics(formerlyknownasFLoC)12.6%9POST-COOKIE

SURVEYREPORTBoth

Sides

Vie

for

First-Party

Data

SupremacyBrandsAreFocusedon

TheirOwnFirst-PartyDataStrategiesAnewinsighthighlightedinthesurveyisthegrowthofadvertiserfirst-partydata.Ontheadvertiserside,62.3%ofrespondentsindicatedthattheirownfirst-partydatais“veryimportant,”a59%increasefrom2022.Additionally,nearlyhalfofalladvertiserssurveyedcitedtheirownfirst-partydataactivationasthecookie-independentsolutionthatholdsthemostpromise.

Thisisa97%increasefromwhatrespondentssaidin2022.ADVERTISERAdvertiserPerceptionofFirst-PartyDataHowimportantisyourownfirst-partydatamovingforward?Howimportantispublisherfirst-partydatamovingforward?62.3%250200150100502502001501005055.2%39.4%33.5%4.2%5.4%00VeryimportantModeratelyimportantNotimportantVeryimportantModeratelyimportantNotimportantPublishersStriveto

ImproveFirst-PartyDataAppealandActivationMeanwhile,publishershavebeenbuildinguptheirfirst-partydataofferings,attemptingto

makethemmoreappealingto

buyers.73%ofpublishersarecurrentlyinvestinginfirst-partydatacollectionstrategies,withemailmarketing(54%)beingthemostcommontoolforgrowingfirst-partydatasets.PUBLISHERRatethequalityofyourownorganization’s

first-partydatamanagementandactivation2022202350.0%40.0%30.0%20.0%10.0%0.0%41.8%39.2%34.3%29.5%25.5%22.9%2.7%2.0%1.6%0.5%VerygoodGoodAcceptablePoorVerypoor10POST-COOKIE

SURVEYREPORTWhilefirst-partydatagrows,confidencehasfallenintermsofactivationandmanagement.Publishersthatrankedtheiractivationas“verygood”fellby35%YoY.

Whilemanyofthoserespondentsfellintothe“good”or“acceptable”camp,thedropinconfidenceshowsanopportunityforpublisherstofurtherdevelopstrategiesthatbuildadvertisertrustintheirfirst-partydata.Opportunitiesfor

Third-PartyMeasurementto

Build

Trust

inFirst-PartyDataAlthoughtheyhaveahighoutlookfortheirowndata,advertisersindicatedthatpublisherfirst-partydatawillalsobeastrongpriority.94.6%ofadvertisersstatedthatpublisherfirst-partydatawillbeeither“veryimportant”or“moderatelyimportant”movingforward.Anoverwhelming83.7%ofadvertiserrespondentsstatedthatthey“willonlypartnerwithpublisherswhohaverobustfirst-partydatato

shareinsupportofacampaign.”Third-partycookiesmaybegoingaway,butthird-partymetricswillcontinueto

beanimportantpartofdigitaladvertisingtransactions.Combiningfirst-partydatawiththird-partymetricsrelatedto

context,brandsuitability,viewabilityandattentioncanhelppublishersbetterpositiontheirofferingsinthemarketplace.PUBLISHERWhatdoyouthinkthebiggestchallengeswillbewithrelyingonfirst-partyandcontextualdata?Makingdataaccessiblein49.8%open-marketenvironmentsReevaluatingourpackagingand40.6%sellingstrategyto

meetclientneedsAdvertiserbuy-inandadoption37.9%36.4%Audiencetargetingcapabilities(ownedproperties)Inconsistentdataandmeasurementstandards36.1%Audiencetargetingcapabilities(viaextension)19.8%Other0.2%05010015020025011POST-COOKIE

SURVEYREPORTEveryone

Turns

Towards

AttentionAttentionmetricslooktobeakeyfocusforbrandsandpublishersin2023,withbothsidesspeakingtoitspotentialasanadvertisingcurrency.Whenaskedaboutthesolutionsthatholdthegreatestpromiseinreplacingcookie-dependency,attention-basedmetricscamein3rdforadvertisersat34%.Publishersechoedthissentimentwith30.7%ofresponses.94%ofpublishersdescribedattention-basedcapabilitiesaseither“moderatelyimportant”or“veryimportant”in2023Publishershavealreadyadaptedto

industrysentiment,with94%ofpublishersdescribingattentionaseither“moderatelyimportant”or“veryimportant”to

theirbusinessthisyear.Thosesamepublishersindicatedconfidenceintheirattention-basedcapabilities,with77%ofthemstatingcommonlythattheirofferingwaseithergoodorbetter.PUBLISHERRatethequalityofyourattention-basedadvertisingcapabilities2001501005047.5%28.9%22.8%0.8%0%0VerygoodGoodAcceptablePoorVerypoorOnthebuyside,96%ofadvertisersplanto

relyonattention-basedmetricsineithermostorsomeoftheiradbuysin2023.Whileonly28%ofadvertisersrankedpublisherattention-basedofferingsas“verygood,”

theyseemsatisfiedoverallwithwhatthey’reseeinginthemarketplace.12POST-COOKIE

SURVEYREPORTADVERTISERHowmuchareyouplanningonrelyingonattention-basedmetricsinyourmediastrategyin2023?Attentionmetricswillbepart

of:MostofOurBuys36.5%SomeofOurBuysNoneofOurBuys59.4%4.2%050100150200250ADVERTISERRatethetypicalqualityoftheattention-basedadvertisingcapabilitiesyou’veseenfrompublisherswithindirectandpremiumprogrammaticdeals51.2%20015027.8%10020.1%501.0%0%Verypoor0VerygoodGoodAcceptablePoorBalancingContextualandAttentionUseCasesWhileinterestinbothcontextualandattention-basedadvertisingisontherise,publishersmustalwaysconsiderwhatworksbestfortheirclientsandbusiness.

Trustedthird-partymeasurementforcontextualandattentioncanallowpublishersandbrandstospeakacommonlanguageonthesetopicsinthemarketplace.13POST-COOKIE

SURVEYREPORTKey

TakeawaysThePost-CookiePictureisGettingClearer,

SlowlyTheimminentdeprecationofthird-partycookieshaspublishersandadvertiserslookingseriouslyforviablesolutions.Luckily,bothsidesfindagreementontopicssuchascontextual,attentionandfirst-partydataactiva-tiontofindtheirwaythrough.Consideralsothatanypost-cookiesolutionrequirestrustandacceptancefrombothparties,whichhasprovenchallengingforpublishersintermsoffirst-partydataactivation.EnteraNewEra

ofPublisher-AdvertiserCooperationOpportunitiesareabundantforpublishersandadvertisersto

aligninnewandimpactfulways,andnowisthetimeto

cultivatedire