There has been a “dramatic shift” in their priorities of media buyers, from focusing on cheapest ad space to quality and effective targeting as Google’s third-party cookie plans and incoming privacy regulation alter the business landscape. That is according to the 2021 ID Comms Global Trading Survey, which in December polled 162 media, marketing and procurement professionals who manage $20bn of global ad spend between them.
There was a dramatic shift in favour of quality buys over commodity buys. 92% of respondents agreed advertisers that treat media as a quality buy rather than a commodity buy are at an advantage. That’s up 20% in two years.
Mark Andrews, digital consultant at ID Comms, said: “The rapidly changing landscape on data and third-party cookies is causing many advertisers to look closely at the data they use to target and measure advertising.” Furthermore he said those trading on third-party cookies will face “significant challenges” when the data and approaches “disappear”.