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Procedural purchase of display advertisement faces identity crisis From eMarketer

The following is the Procedural purchase of display advertisement faces identity crisis From eMarketer recommended by recordtrend.com. And this article belongs to the classification: eMarketer, original, network marketing.

Advertisers, publishers and their partners are now facing changes in platform and device infrastructure. These changes will have a significant impact on the way they do business. These include Apple’s announcement of a change in IDFA for marketers, and Google’s plan to no longer support third-party cookies in chrome by early 2022. It is rumored that Apple’s changes to IDFA will take effect around March 2021 and require users to choose to join on the basis of each application for cross channel tracking.

A survey of experts in December 2020 showed that they were more optimistic about these changes than they were earlier last year. Some respondents pointed out that there is a lot of collaboration in the industry to innovate new solutions for identity resolution, targeting and measurement.

It’s important for marketers to understand that these solutions won’t become “alternatives to cookies,” which is not necessarily a bad thing. But digital advertising and advertising program purchase will change fundamentally.

The situation on IOS is different, because Apple will soon ask each app to ask users if they want to share IDFA. Without clear sharing options, application developers and advertisers will not be able to do any type of user level cross channel tracking.

According to a survey conducted by appsflyer and the Mobile Marketing Association (MMA) in September 2020, most mobile marketers around the world expect that changes in IDFA will have a negative impact on all aspects, from goal orientation and presentation verification to frequency capping, transformation measurement and multi touch attributes.

Also in September, the advertiser options survey found that U.S. marketers and agencies expect advertising reporting and optimization to be most affected by cookie abandonment. The survey also found that advertisers expect that in a cookie free world, some measurement and research technologies will become more important, including sales promotion research, advertising effect research and media mix modeling.

More reading: emarketer: revenue of major enterprises in us digital advertising market turns to mobile terminals emarketer: computer products and consumer electronics industry is turning to mobile, social and video emarketer: programmed purchase expenditure of us online display advertising reached US $32.56 billion in 2017 emarketer: programmed purchase expenditure of us display advertising reached US $32.56 billion in 2017 emarketer: advertising in 2020 Programmed purchase will account for 84.5% of the U.S. online display advertising spending. Emarketer: UK advertising spending will increase by 6.2% in 2019. Emarketer: U.S. advertising programmed purchase spending will exceed $25.2 billion in 2016. Emarketer: U.S. advertising programmed purchase spending will approach $38 billion in 2018. Emarketer: Yahoo advertising revenue will decrease by 10% in 2016. Admaster: China vertical website display advertising More than 40% of the display volume is false traffic emarketer: in 2016, the US display advertising spending will exceed the search advertising for the first time emarketer: in 2014, the Asia Pacific digital advertising spending will reach 46.59 billion US dollars emarketer: Facebook digital advertising 10% of the US digital advertising spending IAB: in 2019, the Australian digital advertising spending will reach 9.3 billion US dollars emarketer: more advertisers and more forms of advertising are real-time competition Price brings more money

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