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»Advertiser Perceptions

AdExplainer: What Is First-Party Data?

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?
by Anthony Vargas // June 2nd, 2022 //
»
To Win In The New ID Economy, Publishers Must Offer One-to-One – And One-to-Some – Targeting

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Nicole Perrin, VP of Business Intelligence at Advertiser Perceptions.  Advertisers are using this year to build out not one but many possible alternatives to the third-party cookie. Already we’re seeing a slow erosion of… Continue reading »
by AdExchanger Guest Columnist // April 6th, 2022 //
»
Delays To ID Deprecation Have Advertisers Slow-Rolling Their Measurement Solutions

Although cookies will soon be off the menu and mobile identifiers are under fire, advertisers are taking their sweet time to cook up alternatives. The ad industry has its reasons for procrastinating. Google’s decision to delay the deprecation of third-party cookies in Chrome until 2023, coupled with the continued availability of mobile ad IDs on… Continue reading »
by Anthony Vargas // March 28th, 2022 //
»
Google Reigns Supreme In Latest Advertiser Perceptions SSP Report, But Competition Is Tight Among Everyone Else

Google Ad Manager is still the dominant supply-side platform – but the race for second place is tighter than ever. Forty-six percent of publishers say they use Amazon Publisher Services, Amazon’s supply-side platform, according to Advertiser Perceptions’ SSP report for the second half of 2021, which was enough for Amazon to maintain its grip on the… Continue reading »
by Anthony Vargas // February 4th, 2022 //
»
Advertiser Perceptions DSP Wave Charts The Rise Of Self-Serve Tech

Let us help you serve yourself. That’s the accelerating trend in fast-food chains, car dealerships, remote work life and, yes, in ad tech. The ascendancy of the self-serve DSP is here, according to the latest Advertiser Perceptions DSP wave. The report is based on a survey of 336 brand and agency advertisers who spend at… Continue reading »
by James Hercher // October 14th, 2021 //
»
Advertiser Perceptions CDP Report: Marketers Prioritize Privacy, Indie CDPs Start To Break Through

Privacy is the number one reason why marketers say they want to partner with a customer data platform. Twenty-six percent of marketers cite data compliance and ensuring consumer privacy as the top benefits of working with a CDP provider, according to the companies surveyed by Advertiser Perceptions in its wave on the CDP market covering… Continue reading »
by Allison Schiff // September 29th, 2021 //
»
Advertiser Perceptions Cookieless Future Report Captures A “Snapshot” Of Industry Evolution

Just before Google Chrome postponed its phaseout of third-party cookies until late 2023, publishers and advertisers were both optimistic and unprepared, according to Advertiser Perceptions’ latest Cookieless Future Report. Based on surveys and interviews taken in April and May of this year, the report practically comes from a different age – but the data is… Continue reading »
by James Hercher // July 20th, 2021 //
»
Google Still Dominates Advertiser Perceptions SSP Report, But The Field Has Toughened

The recent Advertiser Perceptions survey of the SSP market shows that (drumroll ….) Google is still the dominant gateway for online advertising, though publishers are testing and adding other SSPs more than ever. The survey was fielded in February and March of this year, and encompasses 151 publishing execs, each of whom represents a site… Continue reading »
by James Hercher // June 14th, 2021 //
»
Advertiser Perceptions: Marketing Clouds Dominate The CDP Category, But There’s More To That Story

Over half (52%) of marketers say that they use Salesforce or Microsoft as their customer data platform, according to the most recent Advertiser Perceptions report on the CDP market. Clear evidence that the marketing clouds are dominating the CDP category … right? Here are a few grains of salt. For one, when Advertiser Perceptions conducted… Continue reading »
by Allison Schiff // January 21st, 2021 //
»
Google Ad Manager Maintains Lead In Latest Advertiser Perceptions SSP Report

Google Ad Manager remains on the top perch across almost every category in the latest Advertiser Perceptions report. Though the pandemic transformed the buy side of the advertising business, giving Amazon Publisher Services a huge boost, the sell side saw more of the same. Publishers leaned into the partners they already used and were comfortable… Continue reading »
by Sarah Sluis // January 14th, 2021 //
»
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