![]() ![]() Consider that in the IAB report, less than half of industry leaders (46%) said they were knowledgeable about Google’s Privacy Sandbox, the very initiative ostensibly aimed at helping to establish a post-cookie solution.įor those searching for the best path to begin moving forward on, the IAB report provides helpful benchmarks to measure progress toward a new multi-currency world where advertisers are empowered to understand and maximize the effectiveness of their spend. ![]() Many of these new approaches are complicated and lack history. To be sure, large-scale change can be hard and our industry is full of those promising solutions to everything and anything that ails us. This is just like building your plans around cookie targeting, knowing midnight is about to strike. With numerous disruptive technologies emerging that promise better omniscreen tracking and measurement, brands no longer need to stick with solutions built on legacy technologies and the crumbling foundations of third-party data. The IAB has put its finger on the central opportunity before us. ![]() The road ahead: future-proofing your ad strategies with first-party data As the media landscape continues to fragment and access to third-party data becomes more unstable and less representative each day, advertisers and media companies are facing a perfect storm moment requiring decisive change for the future. In fact, the report found that investment in third-party data climbed by just 8% over the past year. That’s in spite of a year’s worth of stories warning about the impending end of cookies, the collapse of Nielsen and the already massive ad targeting shockwaves wrought by Apple’s new ID policies (just ask Facebook).Įven as many chief marketers worry about how to effectively navigate the demands of our modern privacy-first era, and the pressing need to accumulate as much first-party data as possible, the IAB found that a stunning 59% of those surveyed are not upping their investment in first-party data. While pundits talk up the growth of streaming and the ad targeting possibilities of CTV, far too many brands are using a linear-first strategy and relying on the same third-party data that has now placed the digital world in a precarious position.ĭespite this alarming reality, according to the new IAB report fully two-thirds of brands surveyed say they don’t plan on adjusting their measurement strategies this year. It’s time to move on from short-sighted third-party reliance By relying on less diverse legacy measurement systems that fail to leverage true first-party insights to identify incremental audiences, marketers spent nearly every linear television dollar reaching the same half of audiences over and over and over again. In the UK and Germany this number is just as stark, with 95% of all linear impressions reaching just half of audiences. In Q4, after reviewing 37bn hours of linear television viewing, Samba TV discovered that 97% of all linear ad impressions served in the US reached the same 55% of consumers. It is not an overstatement to say that the decisions, or lack of decisions, being made today put the very future of the $170bn+ global TV ad market at stake.Īs marketers embrace new ways of measuring and directing their advertising strategies, they are realizing the immense opportunities for better measurement and engagement, as well as coming to grips with the immense waste the current legacy TV advertising systems have enabled to go undetected for decades. Advertisers are wasting billions with antiquated measurement While much of the conversation at the IAB’s annual leadership conference this week focused on the instability of third-party data for digital, the reality is that the risks to television are even more real.Īs TV similarly undergoes a tectonic transformation in measurement and currency, the market is running the risk of repeating many of the same missteps by relying on the third-party data sources that have led to the impending “measurement blackout” the IAB is now sounding the alarm over. That’s the scathing assessment of the IAB’s new report released this past week during the annual leadership meeting, which quizzed 200 executives across the spectrum on their readiness for a very near and real future that will be far less reliant on third-party data.
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