Demand for first-party data increases

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 23, 2021, 4:41 PM UTC

Though Google has pushed back the third-party cookie deadline, the push for cookie-less solutions continues.

This extended timeline would enable advertisers to utilise third-party cookies for longer. But, more than half of web traffic in the UK and US is already cookie-less, indicating that the demand for cookie-less solutions is continuing to increase.

Numerous studies have shown that advertisers are increasingly looking for publishers who have first-party data. A survey by Teads found that 27.6% of publishers are exploring first-party data, while 27% are looking for contextual data, 21.8% at universal IDs and 18% at privacy sandbox. Advertisers have also seen better returns after leveraging first-party data for targeting, as opposed to third-party data.

Dotdash saw a 2-3 times performance-based increase after running A/B tests with first-party data against third-party data. Additionally, 65% of publishers are not planning to use logins to combat cookie deprecation.

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