Strategies and Opportunities for a Cookie-less World - Pubmatic - April 2021

Strategies and Opportunities for a Cookie-less World - Pubmatic - April 2021

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  Evaluating Options A Higher ProportionOf Publishers Are Still Evaluating Their Approach With Mobile ID Strategies WHAT PUBLISHERS ARE SAYING1 Actions post-Google cookie phase out Actions post-IDFA changes 25% 39% 22% 10% 16% 10% 9% 28% Leveraging 1st Party Data Consulting With Vendors For New Solutions Adjusting Monetization Consideration Of Publishers’ First-Party Data Usage And Protection Is Growing 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 and make it accessible when we want it to be accessible. PUBLISHER, VP MONETIZATION Measurement Has The Most Impact, But Targeting And Identity Resolution Efforts Are Equally Important Measurement 36% 31% 32% Audience Solutions Identity Resolution/ Audience Match Rates IMPORTANCE OF MODIFYING EXISTING STRATEGIES By Company Revenue Identity resolution Audience solutions Measurement 37% 41% 22% 28% 30% 40% 31% 37% 33% <$10M (n=51) $10M-<$50M (n=47) $50M+ (n=52) Annual Revenue Mid-Sized Businesses Have Come To A Point Where They Need More Sophisticated Measurement WHAT BUYERS ARE SAYING US Companies Are Ahead Of UK When Investing In ID Solutions3 Nearly Half Of Advertisers And Agencies Are Projected To Spend More On Identity Resolution SPENDING MORE 47% SPENDING LESS 3% MAINTAINING SAME SPEND 50% >25% 17% 7% 38% 26% 27% 30% 11% 26% 21% to 25% 16% to 20% 11% to 15% 6% 10% 0% 1% 6% to 10% 0% to 5% WEIGHTED AVERAGE US 20% UK 17% Buyers Are Leaning Into First And Second Party Data Buyers Rely On Tech Partners To Support ID Strategies Adtech 72% 56% 40% 33% Martech Propriety Solution — Company developed Propriety Solution — Agency developed 30% Standalone Service METHODS OF WORKING WITH ID SOLUTION PROVIDERS2 TACTICS FOR ADDRESSING IDENTITY RESOLUTION2 65% Relying more heavily on ID graphs built on first-party data 51% Relying more heavily on second-party data built via data co-ops with other agencies and brands 48% Relying more heavily on second-party data from publisher partners IMPORTANCE OF MODIFYING EXISTING DATA STRATEGIES IN RESPONSE TO 3P COOKIE PHASE OUT 2021 COMPARED WITH 2020 PERCENT OF MARKETING TECH SPEND ALLOCATED TO IDENTITY-BASED SOLUTIONS, DEC 2020 (% of respondents) 31% Still relying on 3rd-party-based identity resolution solutions, but ensuring they are build to last NEXT STEPS FOR A SUCCESSFUL 2021 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 that allows better, easier multiple ID control and management. 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. Know your audience Publishers must capture more usable data, by collecting their own and by creating closer relationships with first-party data sources. Look for a performance and insights partner More than just the technology, both buyers and publishers need to consider an identity resolution service partner who can provide insights, be a consultative partner, and is aligned in their company roadmap. Get in touch to learn more about PubMatic’s identity solutions for publishers and advertisers. Research Contact: SUSAN WU Senior Director, Marketing Research [email protected] Press Contact: BROADSHEET COMMUNICATIONS [email protected] © 2021 PubMatic, Inc. All Rights Reserved. PubMatic is a registered trademark of PubMatic, Inc. 1 Advertiser Perceptions Header Bidding Study, Q4 2020. 150 US publishers involved in programmatic advertising and advertising technology decision-making 2 Advertiser Perceptions Identity Resolution Report, 2020 3 Merkle Customer Experience Transformation Report, 2021 THE INDUSTRY IS IN A COOKIELESS UPHEAVAL