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CHICAGO, Jan. 24, 2024 (Globe Newswire) — Basis Technologies (https://basis.com), a global provider of programmatic advertising and media automation solutions, announced today that half of marketing professionals We published a survey showing that people do not feel this way. Their organizations are poised to thrive in a cookie-free world. Additionally, 66% of those surveyed said their organization introduced new targeting or measurement solutions within the past year to address the retirement of third-party cookies in Google Chrome in 2024. , the majority of marketers say they have no intention of using UID 2.0 (62.7%) or digital fingerprint authentication (63.2%). The Basis Technologies survey was conducted in November 2023 among his 200+ respondents from agencies, brands, and publishers. The report, Identity vs. Privacy: Digital Advertising in a Cookieless World, is available at https://basis.com/reports/identity-vs-privacy-digital-advertising-in-a-cookieless-world.
Additional findings indicate that:
- More than a third (33.8%) of marketers and advertisers would be confident in reaching their target audience if Google followed through on its plan to completely phase out third-party cookies in Chrome in late 2024. I don’t think so.
- A minority of marketers continue to wait, with 13% saying they are considering a new identity solution to implement in the next 6-12 months, and 11% have no current plans for a new solution.
- Contextual targeting (80.4%), first-party data (77.0%), and lookalike audiences (75.5%) are the most popular solutions that industry professionals are already using. No other alternative has an adoption rate greater than 25%.
- Popular cookieless alternatives that respondents will start using in the next six months are Google’s Privacy Sandbox (38.7%), CDP/ID Resolution (26.5%), and Data Clean Room (27.0%).
Respondents also expressed their opinions on the impact of their work on consumers.
- 90.7% of marketing and advertising professionals believe that most people outside the advertising industry do not understand how their data is used for digital advertising, and 96.1% believe that most people outside the advertising industry do not understand how their data is used for digital advertising. say they don’t feel they fully understand their data privacy rights.
- 88.2% of marketers and advertisers say they believe accurate audience targeting and measurement is more important to their advertising industry colleagues than protecting consumer privacy .
- The majority of marketers (59.3%) want federal regulation of data privacy in the United States. A third of respondents (33.8%) said they believed the industry needed to regulate itself.
As Google continues to remove third-party cookies from Chrome, brands and agencies need strategies and techniques to overcome this challenge to audience targeting and campaign measurement. Basis Technologies’ research provides insight into the current state and future trajectory of identity and privacy in marketing and advertising, and how marketers have navigated her cookie-free advertising world and how they can move forward. It shows what you are trying to do.
“Marketers need to take action. The industry is nearing the cookie-less Chrome deadline, and our research shows that less than half of advertisers are ready for a cookie-free world. “We’ve shown that there isn’t,” said Ryan Manchee, SVP of Brand Marketing, Basis Technologies. “For holdout companies, it is critical to begin testing and implementing new solutions immediately to ensure business continuity. Brands and agencies may not have all the answers in-house. “However, there are many ad tech industry peers and organizations that can provide guidance on next-generation customer targeting and measurement across digital channels.”
Basis Technologies’ platform consists of integrated applications that automate manual operations, standardize business processes, and improve marketing and advertising performance. Basic functionality includes ad buying via programmatic, vendor direct, search, and social. At the core of this platform is a top-rated omnichannel DSP with programmatic guaranteed and private marketplace trading.
About Basis Technologies
Basis Technologies is a global provider of programmatic advertising and media automation software and services for enterprises. The Basis platform improves omnichannel marketing performance by integrating programmatic and direct media buying, workflow automation, cross-channel campaign planning, universal reporting, and business intelligence. Leverage all major creative types and formats to provide comprehensive purchasing options across all channels and devices. Delivered through a world-class media services team or a SaaS model, Basis solves the complexity of digital media and drives profitability through a single system of record, seamless team collaboration, and actionable data-driven insights. Masu. Headquartered in Chicago and serving North America, South America and Europe, Basis Technologies has won numerous awards for its commitment to its people and workplace culture. For more information, please visit https://basis.com.
contact:
Anthony Loredo
917-573-4157
anthony.loredo@basis.com
Photos accompanying this announcement are available at:
https://www.globenewswire.com/NewsRoom/AttachmentNg/ab619674-eb1e-4c34-9e84-30e6a73a3160
https://www.globenewswire.com/NewsRoom/AttachmentNg/aa41abf0-7b61-4e7d-8c9d-b35b1dca23eb
https://www.globenewswire.com/NewsRoom/AttachmentNg/ff448534-3cb0-401a-8c0d-d3ed3c855daa
https://www.globenewswire.com/NewsRoom/AttachmentNg/9c5371d1-a24b-4d64-8bf9-80df59ef8bf3
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