Around three quarters (72%) of marketers are planning to boost their budgets for mobile and digital display and video campaigns in 2022, according to research by omnichannel ad experts Mediaocean.
The latest report looks at some of the challenges advertisers are facing amid privacy-friendly identity solutions in a post-cookie environment.
Notably, a majority of markets said they were focused on multi-signal views of digital audiences.
Non-cookie methods such as media mix modelling, federated learning methods, panels, etc were popular with 26% of respondents while 22% believe improvements in integrated media planning are the way forward.
“2021 was an unpredictable year for marketers, while 2022 has some pent-up demand balanced by economic uncertainty. Our research reflects cautious optimism of industry leaders as they try to adapt to fast-paced technological advances,” said John Nardone, President at Mediaocean. “Our survey found 60% of marketers are confident in the viability of cookieless solutions, which is close to what we saw in Q4 2021. It’s encouraging to see that our respondents maintain a positive outlook moving into the second half of the year.”
Comfortingly, 60% of marketers remain confident in the viability of cookieless solutions.
Yet, 24% are worried about the decline in the ability to measure effectiveness on tech platforms and 16% are concerned about a lack of preparedness for a cookieless future.