Survey: Publishers See a Bright, Cookie-free Future

Survey: Publishers See a Bright, Cookie-free Future

Exclusive survey looks at the opportunities and obstacles facing the sell side

The impending death of the third-party cookie has had far-reaching consequences for how digital media gets bought and measured. But it also is transforming the sell side. What opportunities do savvy publishers see in the cookieless future? What are the challenges facing the sell side and what are they most concerned about? What are their growth priorities considering this ongoing disruption?

To get a clearer picture of the opportunities and obstacles facing the sell side in the cookieless world, Adweek Branded, with Lineup Systems, conducted an exclusive survey of more than 100 digital advertising professionals at publishers. Our new report, “Are Publishers Ready for the Post-cookie Future?” breaks down the findings of the survey to identify where the sell side is heading.

Among the key findings:

  • Publishers see opportunity in the death of cookies. In the survey, 70% said it would be beneficial to their business.
  • There’s huge value in publishers’ trusted relationship with their audience. Enhancing the value of first-party topped the list of publisher priorities (cited by 35% of respondents).
  • Data challenges must be overcome. Publishers’ top obstacles to being more data-driven were incomplete customer data (39%), inaccurate customer data (33%) and inaccessible customer data (25%).

Find out more about where the sell side is heading. Download the research study now.