'New Age of Data' evaluates advertisers' ways of thinking to better understand and serve their perceptions and challenges in the addressability landscape

TripleLift, the ad tech platform transforming digital advertising across all screens, has released its 2024 State of Data report. In collaboration with Advanis, a leading market and social research firm, the report aims to explore advertisers' perceptions, challenges, and needs regarding data solutions in the evolving addressability landscape. The study surveyed programmatic marketers across four regions: the US, UK, Germany, and France.

The report highlights a notable shift in the mindset of programmatic advertisers, revealing three significant findings:

1. Increased Trust in Big Tech:
   Respondents indicated a more than 2x increase in trust in big tech companies since 2021, signaling a positive trend in relationships between advertisers and technology providers.

2. Positive Sentiment Around Google's Changes:
   Following Google's deprecation announcements this summer, 61% of participants expressed positive sentiments about the delay in deprecation, with an even larger anticipated optimism after the full cancellation.

3. Optimism for Programmatic Advertising's Future:
   A resounding 96% of respondents agreed that "the future of programmatic advertising will open up new opportunities for success."

In a landscape where "signal loss" is a common concern, the report emphasizes the importance of understanding "signal gains." Marketers must leverage these signals to create successful campaigns with strong returns on ad spend. Key challenges faced by advertisers include:

• Achieving KPIs (45%)
• Fraud & Sustainability (41%)
• Accurate Targeting Capabilities (37%)

Expert Insights

Airey Baringer, VP of Product for Privacy and Identity at TripleLift, stated, "The shifting of the addressability spectrum will continue as consumer privacy demands increase, and competitors look to capitalize on these opportunities. This report aims to shed light on how these shifts affect the bottom line and educate the industry on utilizing solutions like TripleLift Audiences to adapt to a more privacy-first future."

Exploring Solutions

The report examines four distinct solutions, addressing data management and privacy concerns, and notes the specific perceptions that need to be addressed for each. A common theme emerges: as the programmatic industry transitions into this new data era, a solid foundation must be established. Many advertisers continue to depend on cookie-based inventory, making it crucial for publishers and ad tech providers to demonstrate effective solutions through performance, transparency, repeatable measurement, and trust.

Looking Ahead

The New Age of Data shows that while advertisers are intrigued by new solutions, they remain critical until their needs are met and proven. As the programmatic ecosystem evolves, new signals will emerge to support innovative campaigns, allowing advertisers to tell fresh stories that resonate with their audiences.

TripleLift's 2024 State of Data report highlights the challenges and opportunities within programmatic advertising, providing valuable insights for marketers navigating this evolving landscape. As the industry continues to adapt, the emphasis on privacy and effective data solutions will be paramount for success.