ExchangeWire
Jul 1, 2022
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At ExchangeWire’s ATS London 2022, John Stoneman, global head of demand at TripleLift, addressed the programmatic ecosystem
In this interview, drawing on insights from TripleLift’s International Programmatic Buyer’s Journey survey, John discusses current quandaries with first-party data, buyer confidence in accurate targeting, and how the media buying journey must adapt for post-cookie environments.
"In the UK, half of our survey respondents believed third-party data would be more accurate than its first-party counterpart. However, a study by Deloitte has revealed that targeting methods enabled by third-party cookies are only 30-40% accurate. At TripleLift, we’ve found first-party alternatives deliver at least double these accuracy rates at 70% or higher."