Key Insights
The global advertisers are ready to see these
innovations in action. More than 2 - in - 3
advertisers are familiar and ready for these
innovations to take flight. However, there is a
lot of room for understanding the impact each
of these innovations play in a campaign's
success.
The cognitive dissonance comes into play due
to the high familiarity and preparedness stated,
yet when it comes to perceived impact, there
was immense variation in the rankings across
both regions and innovations. The conflicting
beliefs that there is great knowledge of these
innovations, yet unknown impact to success
tells the industry that there's more work to be
done in communicating
how
these can be great
opportunities for advertisers. There is no
greater gap than what we see in addressability
solutions.
Cognitive Dissonance
Amongst Innovations
ADDRESSABILITY
What We Know The Reality
Targeting has the highest
impact to campaign success
1
Google plans to deprecate
third party cookies in 2025
Solutions for addressability
are currently available at scale
Most polarizing innovation in
regards to perceived impact
Only 20% of global advertisers
have executed a solution
25% of global advertisers have
not researched a solution
THE GAP
Market slow to adapt to a quickly
decreasing addressable market,
which has the potential of having the
largest impact to success.
11
