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New opportunities in programmatic advertising for privacy-focused marketers

New opportunities in programmatic advertising for privacy-focused marketers

Marketers and their media agencies continue to see programmatic technology as an essential part of their future success and even envision a 39% increase in programmatic spend over the next 12 month.1

Third-party cookies have historically been the base for programmatic advertising. But rising user expectations about privacy, decreases in browser support for cookies, and new regulations globally are all reshaping the programmatic ecosystem, and the technology that supports it.

As a result, marketers and media agencies are reassessing their needs in light of existing and upcoming privacy changes. They’re prioritizing features and partners which will allow them to stand the test of time.

In new research from Forrester Consulting, commissioned by Google, marketers and media agency decision makers identify key challenges and opportunities for the next wave of demand-side-platforms.

  1. A commissioned survey conducted by Forrester Consulting on behalf of Google, Aug 2021, US, UK, DE, FR, AUNZ, n=1,065. For these averages, we used a midpoint calculation where we used the midpoint of each answer option range -- 0.5%, 3%, 8%, 13%, 18%, 23%, 28%, 33%, 38%, 43%, 48%, and 55% -- to get the average percentage selected for the percentage of total media spend (including non digital) programmatic advertising accounts for 12 months ago, today, and 12 months from now.

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