Without immediate action, however, research shows that even if they meet the challenge of navigating Google's Privacy Sandbox later this year, they'll still be wasting 65% of their ad spend. Meanwhile, savvy advertisers who shift their focus to targeting for consumer attention today can boost ad effectiveness by 300%.
Brands must optimize their ad spend. Doing that requires finding where the right person will pay attention to their message. According to Lumen Research, being more precise about finding high-attention inventory can result in a 70% decrease in cost-per-action.
Consider how ads appear on most social, streaming or content feeds - competing with other things on a page. And even if seen, ads are easily skipped or scrolled past. Statista reports that 66% of consumers will skip an ad the first chance they get, regardless of relevancy.
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