Sydney, Australia – Despite privacy becoming a crucial part of the business in the marketing and advertising industry, new data from programmatic advertising partner Blis shows that 50% of media planners in Australia are still not seeing privacy-first solutions as a key priority during 2022.
This is despite 33% of the respondent media planners citing privacy-first solutions as one of their biggest challenges this year. According to the data, media planners are still skeptical, or even confused, about how to tackle this challenge.
In terms of media planners’ views about current privacy-first solutions in the market, just one in three media planners feels they have good privacy-first solutions in place to reach their audiences.
For specifics, 36% of media agencies are considering a mixture of contextual targeting, unique identifier (UID) 2.0 and FloC. In-house planners seem to be more skeptical, with 36% of them still saying they wouldn’t consider any of the current solutions as ideal to overcome privacy concerns.
The data also noted that CTV gained planners’ attention during the pandemic and will continue to do so in 2022, with 52% of media agency planners expecting to spend more than 50% of their overall digital media campaigns on CTV. Similarly, in-house media planners expect to spend 33% of their budget on CTV, a much lower but still significant part of their budgets.
In addition, media planners are also preparing to increase in-app advertising budgets as in-app spending is expected to account for 44% of total media spending by 2026.
For Aaron McKee, CTO at Blis, the new data shows his research highlights on some key areas that media planners, and the industry as a whole, need to be aware of and plan for, if they’re not already.
“Many media planners are already missing half their web audience and 80% of their most valuable in-app audience and challenges around reach, relevance and measurement will only get worse with the Chrome third-party cookie changes coming shortly. This is the year to try new approaches to reaching wide audiences in a way that demonstrably performs,” McKee said.
He added, “The approaches that stand the test of time will be rooted in privacy and respect for personal data. Finding trusted privacy-first partners will help make their lives much easier – and their campaigns more effective – in the long run.”
