"Publishers navigated through a tumultuous period of reduced ad spend, axed campaigns, and overzealous keyword blocking. However, 2021 brings with it a new and arguably more significant challenge: the deprecation of third-party cookies and other universal identifiers. But we're not doomed. The impending changes to online advertising, while no doubt disruptive, present incredible opportunities for advertisers and publishers alike. Publishers and content creators possess troves of first-party data. Given their direct relationships with audiences, they may be in the best position possible."
"Publishers currently have the strongest and clearest connection to consumers through their large networks of audiences. As the market makes its shift away from universal IDs, we can expect to see many brands and advertisers work more closely with publishing partners. But this additional leverage doesn't mean publishers can get away with business as usual. Innovation is crucial. For publishers to establish staying power, they'll need a sophisticated first-party data strategy that's proactive and meets the needs of today's advertisers."
The deprecation of third-party cookies and universal identifiers transforms digital advertising into a consumer-first environment where consumers set terms for targeting and measurement. Publishers hold extensive first-party data and maintain the clearest audience connections, creating opportunity for closer brand-publisher partnerships. Publishers must innovate and develop proactive, sophisticated first-party data strategies to provide advertisers with targeting and measurement capabilities. No single replacement for cookies is expected; success will require a diversified portfolio of solutions and measurement approaches. Sound data fundamentals, audience trust, and adaptable technology will determine which publishers retain advertiser investment and long-term revenue.
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