PubMatic launches report with Digiday addressing the future of advertising in a cookieless ecosystem

Understanding the behavior of online consumers has always been a dynamic and rather, a complex process. Over the years, it became much easier for advertisers and publishers to adapt to the changes and target them with precision, thanks to cookies. However, with Apple blocking out third-party cookies in its Safari browser and Google’s monumental decision to follow suit with respect to Chrome, it became evident that a cookieless future is looming over the digital advertising ecosystem.

The crumbling of the cookie came along the lines of rising privacy concerns amongst internet users. Soon enough, Apple took the industry by surprise again, by turning off the Identifier for Advertisers (IDFA) setting by default for all Apple users, with its iOS 14 updates.

With data being at the center of all marketing and advertising efforts, it didn’t come as a surprise that prioritizing consumer privacy became the need of the hour. To attain the same, government regulations are also increasingly coming into the limelight, such as in the case of the GDPR in Europe and the Consumer Privacy Act in California. While done for all the right reasons, one cannot deny the adverse impact of changes, like the ones coming in from giants like Apple & Google, have on businesses. The digital advertising industry, as we know it, is bound to change forever.

Decisions like these have given rise to a plethora of unforeseen challenges, leaving advertisers and publishers in frenzy; especially due to the uncertainty of the future of identity and addressability in the digital advertising world. The responsibility of protecting consumer’s privacy goes hand in hand with ensuring that brands and advertisers should be able to engage with their audience in an efficient manner and target them with relevant content.

The industry, on the whole, is now experimenting with an array of solutions as the post-cookie digital ecosystem is currently far from being stable. The ever-evolving technology, especially programmatic advertising, is largely being regarded as the future of advertising, to ensure that advertisers and publishers are able to arrive at addressable IDs in new ways. But the efficacy of the same and how it can attain results as accurate as cookies still presents itself as a major challenge. 

To address these issues and offer guidance, PubMatic commissioned a Digiday report, exploring how the new-age buyers and publishers in the digital advertising ecosystem are approaching the cookieless future and coming to terms with the rapid changes taking place.

PubMatic is a well-known sell-side advertising platform with its forte in providing solutions and products to empower independent app developers and digital publishers in maximizing their revenue. With its advanced programmatic innovations, PubMatic has carved a name for itself for enabling businesses in driving digital advertising and increase ROI by effectively targeting the audience, across multiple platforms.

The report by Digiday discusses how a remodeled approach to user experiences is what is needed by brands and advertisers in the post-cookie world.  It also sheds light on what entails identity in the current scenario and how the focus is increasingly shifting towards targeting unique addressable IDs.

The guide also encompasses inputs on how programmatic and addressability in advertising will go hand in hand in order to help advertisers, publishers, and brands alike in the coming future.

You can download the report here.