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%