The UK marketer research reveals how UK brands are preparing for the withdrawal of third-party cookies. The research also delves into alternative advertising strategies and solutions the respondents are looking to implement, whether closer relationships with publishers would benefit their brand as well as ways publishers could convince them to run more campaigns.
A decade ago, when programmatic was in its infancy, publishers used supply-side platforms (SSPs) as an efficient way to sell remnant inventory while continuing to sell the majority of inventory through direct deals. Publishers and brands soon realised the benefits of programmatic warranted increased investment and today, the majority of digital advertising is traded programmatically. As brands and agencies ramped up programmatic ad spend the inner workings of the supply chain came under