Cookieless tracking, need for first-party data top 2021 concerns for ad buyers, IAB says


  • Advertisement buyers anticipate a 6% total boost in 2021 spending plans compared to approximated real spend in 2020, but have issues about completion of third-party cookies, the loss of identifiers, and the requirement for first-party data and cross-platform measurement, per the IAB’s 2021 Market Outlook Survey that was shown Marketing Dive. However, 41% of purchasers don’t understand if their stakeholders understand the implications of third-party cookies’ death and the modifications to identifiers, while more than a 3rd believe they need more first-party data.

  • Purchasers also plan to shift techniques to better fulfill consumers as behaviors have altered due to “continuing societal, health and market obstacles.” Half strategy to increase advertisement strategies to promote e-commerce options and drive e-commerce sales, 47% plan to increase creative testing, 41% strategy to increase testing for incremental reach, and 41% plan to move away from media that presents upsetting, questionable, and inappropriate material from users.

  • While cause-related and mission-based marketing increased in the first half of the year, efficiency marketing notched upward in Q3 and is expected to be a focus in the brand-new year, with 64% of purchasers preparing to ramp up its use in 2021. Meanwhile, diversity and addition is a priority, with half of the purchasers seeking to do more company with minority-owned media companies, though numerous (51%) do not understand if their companies have a list of such businesses that they can use.


The IAB’s 2021 Marketplace Outlook Survey paints an optimistic photo for the advertising landscape in the brand-new year as spending plans begin to rebound following a year marked by pandemic-related pullbacks. However, the months ahead still hold numerous concerns for online marketers, mainly around information personal privacy, advertisement tracking, and tactical plans as pandemic-spurred customer behaviors calcify.

The good news for marketers is that ad budgets are anticipated to increase. Unsurprisingly, that increase is driven by digital spending, which is expected to leap 14% while traditional media investment dips 5%. This continues a pattern showcased in an earlier IAB study that found marketing executives expect costs on digital advertisements in the U.S. will grow 6% this year, contrasting with an 8% decrease for the broader advertisement market. In 2021, more than half of budgets will be comprised of social media (16%), paid search (16%), digital display (14%), and digital video (13%), including OTT and CTV, eclipsing digital audio omitting podcasts (5%), podcasts (4%) and digital out-of-home (3%), per the IAB.

While buyers feel fairly gotten ready for the loss of third-party identifiers, they might not have a full understanding of what the loss implies for their capabilities when it pertains to retargeting, managing audience segmentation, implementing addressable marketing, and creating cross-device, multitouch attribution models. In addition to not knowing whether stakeholders comprehend the new landscape (41%), purchasers likewise report not having enough first-party information (37%) and are concerned about burning through budgets as they navigate cross-platform management (28%).

With Google’s strategy to end assistance for third-party cookies by early 2022 and Apple’s decision to need opt-in authorization for its Identifier for Marketers (IDFA), alternatives to present techniques of the customer and ad tracking have ended up being a focus of online marketers. Verizon Media, demand-side platform The Trade Desk, and data management platform Lotame are among the vendors that have recently rolled out cookieless tracking solutions. Meanwhile, CPG companies are trying a variety of techniques amidst a scramble for first-party information.

Digital video buyers are expected to move 21% of their linear TELEVISION spending plans to CTV, pointing out the format’s targeting and effectiveness (81%) and incremental reach (55%) as the leading reasons for the shift, ahead of its abilities around enhancing imaginative (27%), expense effective CPMs (24%), tested ROI (18%) and much better customer experience (16%). In-kind, CTV/OTV was pointed out by digital video purchasers moving spending plans as an improvement over direct TELEVISION for its ability to reach more youthful audiences (58%), quick optimization (52%), simpler to cancel (48%), ability to measure ROI (46%) and effectiveness (41%). CTV usage has risen as customers have spent more time at home throughout the pandemic, leading brand names consisting of Kraft Heinz, Molson Coors, and L’Or éal to take advantage of the growth.

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