— Google

New European research on the privacy-focused future

Lessons from industry leaders

The main lessons in re-strategizing for the new era of online privacy fall into three categories:

Get started on a first-party data journey

Currently, 80% of users give publishers permission to capture and use their information for analytics, marketing and site optimization. But top publishers aren’t looking to gain consent at all costs, especially not at the cost of consumer trust. Instead, they focus on clear communication and transparency about what they’re requesting and why, helping customers make an informed decision.

For 72% of publishers, their biggest worry about using first-party data is privacy legislation. While European privacy compliance efforts are mostly driven at the country level, resulting in varied approaches, a few patterns became apparent during our conversations with publishers. Many publishers are installing better data governance, rolling out privacy-first processes, installing privacy tools or auditing suppliers, among other activities — more can be found on page six of the report.

Build data maturity

Seeing data as a living asset that can be developed through machine learning, as opposed to a static source of insight, is key to achieving data maturity and could help publishers pull ahead. Leaders are also prioritizing access to secure, verified data (often received during the user registration process) and valuable second-party data. Second-party data refers to other organizations’ first-party data bought directly from the source, which can be used to validate an organization’s own first-party data.

Engage with the buy-side

To reach premium cost per thousand (CPMs) and drive higher demand, most publishers create bespoke audiences to trade programmatically, with some publishers achieving results 15 times higher than campaigns without audiences.

Engaging with the buy-side is critical. Many publishers are proactively initiating conversations with agencies and brands, where relevant, to test the impact of third-party cookieless trading on CPM or yield, the effectiveness of their first-party solution and their interest in joint planning for a privacy-centric world. However, publishers feel that parts of the sector aren’t properly preparing for the upcoming privacy changes. This supports recent IAB research, where 40% of marketers claim they aren’t ready.


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