How Advertisers and Publishers Are Solving Data Deprecation Challenges Together

Here’s an interesting dichotomy for the ad world: 73% of advertisers are very concerned about new privacy regulations, while 50% of publishers see increasing privacy measures as an opportunity to work more closely with advertisers. To bridge this gap, the parties will need to work together to create direct relationships that can decrease the disruption of data deprecation and new regulations.

Permutive commissioned a custom study from Forrester Consulting, “Relieving Data Deprecation and Identity Challenges,” that breaks down the challenges and opportunities for advertisers and publishers. The study explores questions around the current state of first-party relationships, consumer trust and dynamic identity solutions, outlining the three things publishers and advertisers need to focus on to create a sustainable future.

The insights include:

• Both advertisers and publishers view establishing and protecting consumer trust as a key area of opportunity. In the study, both rated as one of their top three organizational priorities.
• Creating direct publisher relationships are an imperative for advertisers. Publishers are hard at work trying to deliver.
• Authenticated data will be important over the next few years. But advertisers shouldn’t rely on it too heavily, as delivering authenticated data was cited as a major challenge by almost half of the publishers surveyed.

Data deprecation is approaching and to move forward, you need to know where you stand and how to work with publishers. Download the study today.