LiveRamp: 78% of marketers think a loss of third-party cookies will have a positive impact on advertising

Research from data connectivity platform LiveRamp, in collaboration with Censuswide, reveals that 78% of UK marketers believe that the final withdrawal of third-party cookies will have a positive impact on their advertising strategy. When asked how this will affect their future advertising strategies, respondents cited anticipating improvements in audience targeting, reaching audiences at scale, frequency capping and measurement.

Given the high levels of optimism about the future, when asked what alternative advertising strategies and solutions the respondents would be looking to implement, diversifying formats and channels (49%), first-party authenticated data (45%), identity solutions (43%) and contextual targeting (41%) were the most popular responses.

In positive news for publishers, the research has revealed brands are looking for more direct contact with them, with 85% of respondents believing that their brand would benefit from a closer relationship with their key target publishers.

When asked what publishers could do to help convince them to run more campaigns, a compelling value exchange (53%), new consumer-centric or engagement-based metrics (48%), working with trusted identity partners (46%) and increasing their percentage of first-party authenticated data (43%), were cited as of high importance.

The loss of third-party cookies and mobile identifiers for ad inventory across paid channels means advertisers will be eager to explore new ways to maintain their reach levels and engage high-value audiences. Interestingly, marketers also revealed they would be willing to pay more for media and identity data.

Results from Microsoft Advertising show CPMs alone increased by over 40% with LiveRamp’s Authenticated Traffic Solution (ATS), whilst FitBit achieved 2X higher ROAS, proving the power and value of advertising without cookies. As a result, publishers without a solution to monetise their audiences could miss out on substantial programmatic ad revenue.

Our research highlights that marketers have already thought through the implications of the digital ad industry’s shift towards greater respect for consumer privacy and the available solutions. The publisher community, by comparison, currently risks falling behind.

Tim Geenen, MD, Addressability Europe, LiveRamp

The report ‘Marketing in the first-party future: publishers, brands and authenticated data’ examines how publishers can do more to capture and leverage their own authenticated data and build new, close, better relationships with brand advertisers. Further, it delves into the opportunity publishers have to avoid the loss of existing ad revenue and increase revenue by new ways to optimise yield.