Food and drink and travel are the most reliant on cookies for US programmatic ad buys, with 86% still using legacy identifiers, showing a slow shift to cookieless alternatives.
Six in 10 ad buyers intend to focus more on placements with publishers holding first-party data in 2024, emphasizing the rising importance of data-driven advertising decisions.
#programmatic-advertising #cookieless-alternatives #first-party-data #advertising-trends #identity-solutions
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