Many publishers cannot reach most of their audiences with alternate credentials

When agencies and advertisers started looking for replacements for the third-party cookie, many of them pounced on alternative identifiers.

And while publishers expect these IDs to play a key role in how they target and measure ads going forward, right now IDs face a scaling issue that will need to be addressed. , according to new Digiday + research.

In November, Digiday asked 76 publishing professionals questions on a number of topics, including how they prepare for returns to the office, how their employers handle vaccination requirements, and how they tailor their businesses for cookie deprivation. third. Of these 76, 54 respondents indicated that they had at least first-hand knowledge of the company’s plans to replace third-party cookies; a majority of these 54 work directly on the plans.

A significant majority agreed that alternative identifiers would play a “key role” in their advertising activities after Google ditched third-party cookies. However, at present, the identifiers offer a limited image of the audiences of many publishers. Over 40% said they could reach less than half, if any, of their audience using these emerging products. Subtracting the responses from panelists who said they did not know, this share exceeds 60%.

This limitation is likely to be smoothed out as Google’s 2023 deadline draws closer. But it also helps explain why publishers, who have been setting their post-cookie game plans for most of this year, remain concerned about the effects the depreciation of third-party cookies will have on their businesses.

Digiday+ Research: Many publishers can’t reach most of their audience with alternate identifiers


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