The landmark shift toward privacy is turning the digital advertising industry on its head. A definitive 98% of advertisers say they’re concerned about online privacy and identity changes negatively impacting customer and audience trust.
Permutive teamed up with AdExchanger because it wanted to understand: Where do we go from here?
What followed was an in-depth industry analysis to bring some clarity to these big questions. We surveyed more than 200 leading marketing and advertising executives around the globe, including some of the largest and most successful B2B and B2C brands across a range of sectors. We focused in on four key areas:
- What they’re worried about: We asked what marketing and advertising leaders view as their largest and most urgent challenges around privacy regulation, identity and the loss of third-party cookies. The top answer: The crisis of customer trust.
- What they’re excited about: Respondents shared what they see as the key opportunities emerging in this new privacy-centric landscape — the new battlegrounds that will define the next generation of winners and losers.
- What they’re doing today: We dove deep on what actions advertisers are taking today to respond to these challenges and opportunities, to build sustainable, data-driven campaigns. Almost everyone is centering that response on first-party data.
- What’s next: We asked these thought leaders how they think digital advertising strategy will continue to evolve in the coming years. The big takeaway: The industry will need to become much more transparent for all players.
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