隐私对广告程序化购买的影响

FORRESTEROpportunitiesInProgrammaticAdvertisingArise As AdvertisersLeadWithPrivacy TableofContentsmExecutive Summary4Key Findings5Consumers Are Demancling Better Privacy ProtectionsAnd Technology Is Evolving To Meet Those Demands8Brands And Agencies Are ContinuingThelr Investment In Programmatic11Technology Must Evolve To Meet The NeedsOf Buyers As Aclvertising Shifts to a Privacy-First Moclel15Preparedness Breeds ConfidenceFor Brands And Aqencies16KeyRecommendations18AppendixProjectDirector:Ana Brzezinska,Senlor Market Impact ConsultantContributing Research:Forrester's B2C marketing research groupForrester Consulting provides independent anc objective research-based consutting to help leaders succeed in theitorgsnizstions. Ranging in scope from s short strstegy session to custom projects, Forresters Consuting services connectyou directiy with res earch snalysts who apply expert insight to your specit c business challenges, For more informstion,visit forrester.cam/consultingC Forrester Research, Inc. All rlghts reserved. Unauthorized reprocuction Is strictly prohibited. Information Is based on thebest availeble resouroes. Opinions reflect jutgment at the time and sre subject to change, Forrestere, Technographicse,Forrester Wave, RoleView, TechRada, and Total Econonlic Impact are traderrarks of Forrester Research, Inc. All othertrac emarks are the property of their respective companies. [E-51473]OPPORTUNITIES IN MIOCRAMNATIC ADVERTISING ARSE SS ADVERT ISERS LEAD WTH PINACY ExecutiveSummaryAsthird-party cookiesand otheridentifiersarebeing phased out inthename of better safeguarding consumer privacy,marketers are wakingup to a defining moment in advertising history. Consumers, whose day-to-day lives are increasingly digital, expect relevant ad experiences anddemand that their privacy be respected. Programmatic advertising, whichhashistoricallybeenadvertisers'and mediaagencies'go-tosolutionfortechnology-powered access to reach audiences across channels anddevices, must evolve to meet this moment.The impending deprecation of third-party identifiers, an ever-expandingset of privacy regulations worldwide,and consumers'rising privacyconcerns mean thatthe programmatic advertising ecosystem, and theadvertising technology (adtech) that supports it, must adapt to a privacyfirst reality.Marketersand their agencies are assessingtheirneeds inchangesandprioritizingfeaturesandpartners,whichwillcustomerswantmachinelearningandautomationbuiltintotheirelpbridgedatagaps:theyneed new skillsetstonavigatenewtoolsandever-changingtrendsandpolicyrequirements,and,critically,they expecttechnologycompaniestoleadtheconversationabout current and future changes and what they mean for clients.In August 2021, Google commissioned Forrester Consulting to evaluatedemand-side approaches to the cvolving landscape of privacy andacvertising.Forrester conducted four in-depth interviews with in-housebrand marketers and ad agency professionals and fielded an onlinesurvey of 1,065 of the same audience to explore this topic.OPPORTUNTES IN POCRMN&TIC &DVEETSINC ARSE&S GDVERTISERS LEAD WTH PINOCY KeyFindingsConsumersareconsistentlydemanding moreprivacyrights-and advertisers recognizethat theyhave arolein protectingthese rights.Eighty-six percent ofmarketers and agency professionals surveyed feel thattheirorganization has a responsibilityto protect theirusers'privacy.Theserespondentsrecognizethatthechangesbeing made to create a privacy-centricfutureareforthe best,but manystruggle withhowto effectivelyaddressthemtoday.Marketersand agencyprofessionalshavefaithinprogrammaticadvertisingand planto continueinvestinginit.The overwhelming majorityofadvertisers surveyed believethey are ina definingmoment in theircareer:Advertising is changing forthe better, and they must meet the challenge andevolvewiththechanges.Advertisers areinvesting in new productfeaturesand peopleto helpnavigatethis newfutureAdvertiser needs are evolving as consumerexpectations and regulatoryrestrictions change.Theyare expectingmachinelearningand automationto be built into theirdemand-sideplatforms (DsPs)and are investingin data science skill sets to maximizethose capabilitices.Additionally,theyexpectclarityand specificityfromtechnologycompaniesabouttheimpactoftheseupcomingchanges.OPPORTUNTES IN HIOCRAMNATIC ADVEETISINGARSESSADVERTISEIS LEADWTH PINOCY ConsumersAreDemandingBetterPrivacyProtectionsAndTechnologylsEvolvingToMeetThoseDemandsAs consumers spend more time than everonline, brands are interacting with them inever more channels, formats, and devices.Increasingly demanding consumers want and85%expect increasingly relevant ad experiencesthat meet thoir noeds and adhere to theirof respondents say theyprivacy preferences. Programmatic advertisinghas historically been marketers' and agencyare challenging the statusprofessionals' go-to solution to instantly reachquo and changing ourtheir target audiences with tailored ads across theprogrammatic tacticsdigital universe, Programmatic advertising