Publishers are leveraging first-party data to address the challenge posed by declining legacy identifiers' value. 47% view it as the top solution post cookie deprecation, indicating the importance of activating audience events and behaviors for targeted ad strategies.
"For these publishers to be successful, they need to define and implement their first-party data strategy - even if they are starting from scratch - and engage with technology partners that can meet them where they are." - Sharmilan Rayer, Amazon Publisher Cloud.
Interoperable audience and context-aware planning solutions, like clean room technology, are aiding publishers and advertisers in effectively utilizing first-party data for enhanced ad experiences and addressability amidst changing landscapes.
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