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.