The news: More than one in two marketers (53%) expect programmatic advertising expenditures will fall in the coming year, owing in part to increased investments in walled gardens.
Post-cookie readiness: With regard to post-cookie identity resolution, many marketers appear to be playing the field for the time being. In a comparative 2021 study, three-quarters of marketers indicated they planned to try new or more partners; in Lotame’s latest findings, that number has actually increased, with advertisers investigating a number of identity possibilities.
Why it matters: Identity solutions are increasingly seen as a priority by marketers and publishers alike. In fact, the Lotame study found that marketers who see selection of identity solutions as a “most urgent” priority jumped from 18% to 37% in just one year; for publishers, that jump was 14% to 35%.