Google’s decision to not fully phase out cookies after years of prepping publishers and advertisers for that eventuality left many questions. However, many agree that the announcement did help solidify certain matters.
“While it represents a reversal of sorts, this should not encourage complacency,” says WARC’s Paul Stringer. “The industry still needs to evolve to meet the demands of a privacy-first ecosystem. Declining addressability, brand safety, and ad fraud continue to concern marketers, and addressing these concerns becomes even more important as increasing volumes of spend are transacted programmatically each year.”
WARC’s recent The Future of Programmatic 2024 report surveyed 100 programmatic experts, highlighting some of the larger concerns in current ad strategies. More than half (60%) were concerned with brand safety.
(Source: WARC)
“Recent reports have shown advertisers are spending millions of dollars on low-quality ad placements that violate brand safety standards,” a WARC article says of the safety and suitability concerns that outranked those concerns about cookie deprecation (52%) and accurate measuring (51%).
Of the top-priority areas for improving programmatic capabilities, ad verification topped the list for 56%, followed by access to better quality data (55%) and improved ad targeting (54%).
“Advertisers and agencies are looking to improve capabilities in ad verification,” a report sample says, “to ensure ads are viewable, fraud-free and appear in high-quality media environments. … Even after Google’s recent announcement, it is likely these will remain areas of focus because of continued legislation and signal loss and a concomitant need for consented data and privacy-friendly methods of targeting.”
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