The following is the 2021 Data Report From IAB. recommended by recordtrend.com. And this article belongs to the classification: IAB., Data industry, research report.
IAB released the “2021 data report” to assess the perceived and actual readiness of the third-party cookie and identifier tracking ecosystem.
1. The industry’s strong sense of disaster preparedness is in sharp contrast to its concerns and challenges
While most data leaders (67%) believe they are ready for the imminent loss of third-party cookies and identifiers, their addressability issues, challenges, and speed of progress suggest that this is too optimistic. More than 40% of the industry are concerned about the limitations of the target (45%) and the measurement of advertising activity (41%).
2. Continued over reliance on third party data
In 2020, the expenditure on third-party audience data increased by 3.3% year-on-year to reach US $12.3 billion, which indicates that third-party cookies and identifiers continue to be suppressed and their dependence on data sources continues to decrease.
3. The industry needs to plan more actively for the potential financial impact of the post third party Cookie / ID ecosystem
Some companies that believe that their revenue (76%) and equity / resources (69%) will not be affected by the loss of third-party cookies and identifiers may be short-sighted. This is because they need to invest to do business as usual in the future, including the types of data purchased, activation of internal / external resources and partnerships, and new areas of expertise, which will cut profits, lower profit margins, and change future financial strategies.
4. Industry collaboration, privacy first addressing solutions and first party data are key to success
IAB recommends a way to enable companies to thrive in a post third-party cookie and identifier ecosystem, rather than just survive. The IAB proposal is based on the power of third-party Cookie / ID less technology. First party data of enterprises will become the key to success.
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