TripleLift, a trailblazer in digital advertising, has just unveiled its 2024 State of Data report, and it’s shining a spotlight on how advertisers are adjusting to the shifting digital landscape. With programmatic marketing undergoing major changes, this report couldn’t have come at a better time.
In collaboration with Advanis, a research firm recognized for its technological insights, TripleLift dove into the mindset of advertisers across the US, UK, Germany, and France. Their findings revealed a few eye-opening truths. Most notably, the perception of programmatic advertising’s ever-shifting nature has evolved. Instead of a headache, many advertisers are now viewing these changes as a chance to embrace new techniques and technology.
The data showed a surprising uptick in trust towards big tech, with more than double the confidence compared to just two years ago. Google’s back-and-forth with its cookie deprecation saga? Turns out, it’s left many marketers feeling cautiously optimistic. In fact, 61% of respondents breathed a sigh of relief after Google hit pause on the phase-out, and even more are feeling hopeful as discussions of a full cancellation swirl.
But the real standout finding? A whopping 96% of those surveyed believe that programmatic advertising is entering a new era filled with fresh possibilities. In an industry where the term “signal loss” is thrown around as if it’s the death knell of ad targeting, there’s an equally important concept: signal gains. Advertisers are starting to think differently, looking at how to turn these shifts into new avenues for growth.
Airey Baringer, VP of Product for Privacy and Identity at TripleLift, emphasized the need to stay ahead. “As privacy becomes more of a consumer priority, marketers have a unique opportunity. Our report digs into how these changes impact businesses and how solutions like TripleLift Audiences can help set a privacy-first strategy.”
While advertisers are excited about the new opportunities, they’re also being realistic about the challenges. Among the top concerns? Hitting key performance indicators (45%), fraud and sustainability issues (41%), and fine-tuning targeting abilities (37%). Clearly, it’s not all smooth sailing, but with the right data tools, these concerns can be tackled head-on.
Despite Google’s backpedaling on cookies, the 2024 State of Data report makes one thing clear: the time to plan for a post-cookie world is now. Ad tech companies and publishers can’t afford to sit idle, relying on old methods. Proving new solutions will require strong performance, transparency, and consistent results.
If the programmatic advertising world was once a story about what’s lost, the next chapter is all about what can be gained. And with reports like this, TripleLift is helping marketers get ahead of the game.
For a deeper dive into these findings and more on what’s shaping the future of digital advertising, check out the full 2024 State of Data report at TripleLift’s website.
