Publishers, Ad Buyers Face Big Challenges In 2023: Study (mediapost.com)
Publishers face many hurdles going into the new year, starting with loss of third-party cookies, judging by the 2023 Industry Pulse Report from Integral Ad Science, in partnership with YouGov.
Publishers say they are up against the following:
Decreasing access to consumer data/cookies—40%
Choosing and integrating identity systems—36%
Monetizing with/without social platforms—32%
Maximizing yield—28%
Monetizing first-party data—24%
Ads delivered alongside risky or misleading content—23%
Providing scaled audience extension, minimizing overhead—20%
Contextual targeting—19%
Poor viewability levels—8%
Ad fraud—3%
details at: https://www.mediapost.com/publications/article/380782/publishers-ad-buyers-face-big-challenges-in-2023.html