With economic uncertainty lingering and cookie deprecation looming, advertisers are campaigning for greater flexibility from sellers in the upfront market and proven value in partnerships along the programmatic supply chain.
Key Question: What trends are defining advertisers’ programmatic strategies for Q3 2023?
KEY STAT: First-party data activation holds the greatest promise among cookieless solutions for advertisers and publishers, respectively. This underlies more intimate partnerships between buyers and sellers capitalizing on first-party assets.
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