Programmatic CTV is reshaping TV advertising. See how advertisers can make the most of this channel in 2025 — and beyond.
With regulatory bodies, browser developers, and operating system owners continuing to focus on user data collection and sharing, the deprecation of third-party cookies—and other matters related to privacy—is inevitable.
Most of the conversations around adtech focus on a single direct impact area: the cookie-based audience targeting for demand side platforms (DSPs). Although it is the most visible one, there are other use-cases impacted by identity changes, primarily, frequency capping and attribution. The problem extends beyond DSPs to search and social buying platforms, affecting virtually all adtech providers.
What this means for the industry is a reimagining of how the impacted use-cases can be brought forward in a privacy-friendly manner. Audience targeting will continue, but with a significantly heavier reliance on contextual targeting than in the past. Where brands are well-positioned in capturing first-party data, most publishers are laggards; however, we expect publishers to begin to place higher importance on the capture and utilization of this data as the impact becomes more real. This presents an opportunity for companies that are well-positioned between the two to provide services that allow for greater fidelity in identifying overlapping populations to help guide the allocation of media spending from brands to publishers who speak to a higher population of the brands' desired audience for a particular campaign or initiative.
What can advertisers do to better prepare for the future of advertising? Download our guide to explore how you can overcoming the identity crisis.
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