nicole perrin

2023 saw SPO become further cemented in the strategies of DSPs and SSPs for capturing market share. But the long-term trend might see SPO become the default for programmatic advertisers.

You’ve probably heard (dozens of times) by now that first-party data will be the key to post-third-party-cookie ad targeting. But what exactly is first-party data? How does it differ from second-party, third-party and zero-party data? And what makes first-party data more suited to a privacy-centric ad experience?

88% of advertisers say they’re still using cookies – which is down from 97% in May last year, says Nicole Perrin, VP of Business Intelligence at Advertiser Perceptions. Cookies are eroding well ahead of Google’s “sunset date,” so publishers need contextual and cohort-based alternatives to stay competitive with a “one-to-some” offering.

Advertisers and publishers are bracing for upheaval as two major identifiers commonly used for audience-based targeting are set to go away. But are marketers really prepared for the change? Putting aside the China affair, Apple’s IDFA restrictions could be phased in as soon as this week, while third-party cookies in Chrome will be phased out […]

Like the little engine that could, digital and programmatic ad spend will do better than expected in the second half of the year and beyond. According to revised stats from eMarketer, United States digital display spending will grow by almost 10% this year (vs. a prediction over the summer of just 6.2% growth), while overall […]

    Even Google can’t avoid the vicious impact of COVID-19 on the ad industry. The ad giant’s net US digital ad revenue will decline by 5.3% this year to $39.6 billion, according to eMarketer, even as it projects the digital ad market as a whole to grow 1.7% to $134.7 billion. As a result, […]

Even if digital video continues to grow through the COVID-19 crisis, growth rates will decline dramatically in the first half of 2020 from previous estimates, according to an eMarketer forecast released Friday. Digital video ad spend in the United States could potentially grow 7.8% during the first half of 2020 to $17 billion or, on […]

The ad tech tax is decreasing as vendors along the supply chain become more transparent and lower their fees. While total US dollars spent on fees for non-social programmatic buys will grow 18% to $11.6 billion in 2019, that number is rising in aggregate because the amount of money spent on programmatic is increasing overall, […]