In today’s rapidly evolving digital advertising landscape, the need for effective data solutions is more critical than ever. TripleLift, a leading ad tech platform, has released its 2024 State of Data report, providing valuable insights into how global advertisers are adjusting to addressability challenges. The report, conducted in partnership with Advanis, a market research firm, surveyed programmatic marketers across the US, UK, Germany, and France to understand their perspectives on data solutions.
Programmatic Advertising in Flux: A New Opportunity
The digital advertising world has long been characterized by constant adaptation, but many marketers now see these changes as opportunities rather than obstacles. According to the report, programmatic advertisers are embracing the shift and are increasingly optimistic about the future of data solutions in advertising.
Key Findings from the Report
TripleLift’s report reveals three significant insights:
- Rising Trust in Big Tech
Advertisers’ trust in major tech companies has more than doubled since 2021. This growing trust reflects the increasing reliance on tech giants to provide innovative solutions for addressability issues. - Positive Sentiments Around Google’s Deprecation Delay
Google’s recent announcements regarding the delay in cookie deprecation were met with optimism. A notable 61% of respondents expressed positive feelings, with many expecting even more optimism following Google’s decision to cancel cookie deprecation altogether. - A Bright Future for Programmatic Advertising
A striking 96% of respondents agreed that “The future of programmatic advertising is going to open up new opportunities for success.” This indicates widespread confidence in the programmatic industry’s ability to adapt and thrive in a changing landscape.
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Addressing Signal Loss and Signal Gains
In the world of programmatic advertising, the phrase signal loss is often heard as browsers tighten privacy controls and reduce the availability of third-party data. However, the report suggests there are also signal gains—new data opportunities that can drive more targeted, efficient campaigns.
While achieving performance and efficiency remains a priority, advertisers are also focused on overcoming challenges such as:
- Achieving Key Performance Indicators (KPIs) (45%)
- Combating fraud and ensuring sustainability (41%)
- Enhancing targeting capabilities (37%)
The Privacy Shift: Navigating New Expectations
The ongoing shift in addressability is closely tied to the growing consumer demand for privacy. With browser competitors capitalizing on this trend, the challenge for advertisers is clear: how to maintain effective targeting and campaign performance while respecting privacy concerns.
According to Airey Baringer, VP of Product for Privacy and Identity at TripleLift, “The shifting of the addressability spectrum will continue as consumer desire for privacy increases, and browser competitors seek to take advantage of the privacy opportunity.” Baringer emphasizes the importance of staying ahead of these changes, noting that TripleLift Audiences is designed to help marketers navigate the privacy-first future. The report aims to provide insights into how advertisers can reach their target audiences despite these shifts.
Data Solutions for a New Era
As the programmatic industry enters a new era of data, advertisers are increasingly curious about available solutions. However, they remain critical until these solutions prove their effectiveness. The State of Data report identifies four core solutions, each with specific challenges to overcome:
- Data Management
Effective data management is key to maximizing the impact of addressable advertising. However, many advertisers continue to rely on outdated, cookie-based inventory, even as the industry moves toward a privacy-first future. - Privacy Concerns
Privacy remains a top concern for both consumers and advertisers. While Google’s decision to cancel cookie deprecation may have bought time for some, the pressure to adopt privacy-compliant solutions continues to grow. - Performance and Transparency
Advertisers demand performance from their data solutions, but they also require transparency and repeatable measurement. Trust in these solutions is paramount, as advertisers are unwilling to invest in tools that don’t deliver clear, measurable results. - Trust in Ad Tech
Trust in ad tech partners is essential as advertisers navigate the new addressability landscape. Solutions that demonstrate performance, transparency, and repeatability are more likely to gain long-term adoption.
Overcoming the Cookie Dependency
Despite Google’s decision not to deprecate cookies, it remains crucial for publishers and ad tech companies to prepare for a future without them. Cookie-based advertising is becoming increasingly unsustainable, and the industry must focus on developing solutions that prioritize performance, transparency, and privacy compliance.
These solutions need to be backed by trust and deliver measurable outcomes. The State of Data report highlights that many advertisers are still reluctant to move away from cookie-based solutions, but as new technologies emerge, the industry will need to shift toward more future-proof strategies.
Looking Ahead: New Signals, New Stories
As new signals come into play, advertisers are preparing to tell new stories through their programmatic campaigns. These signals will drive the next wave of innovation in the industry, enabling advertisers to create more personalized, impactful campaigns without compromising privacy.
The State of Data report makes it clear: the future of programmatic advertising is full of opportunity, but success will depend on the industry’s ability to adapt to a privacy-first world.