By Julia Tabisz

It’s been a year of ups and downs. What started out as a time of optimism and hope following two years darkened by a global pandemic ended in an economic downturn that many expect to turn into a recession.

Throughout 2022, Digiday+ Research has tracked the trends in the media and marketing industries that followed the roller coaster of news coverage heading into 2023. Below, we round up the biggest trends of the year, revealed through regular surveys of marketing, brand and publisher professionals. The standouts, we found, are cookies, platforms and, unsurprisingly, the economy.

Cookies on the brain

The (supposed) death of the third-party cookie was top of mind for Digiday readers this year, with the topic accounting for 2022’s most-read Digiday+ Research story and several other top stories. The topic’s prevalence among the marketing and media industries makes sense — with so much uncertainty from whether third-party cookies will actually go away to what will be its best replacement, both the buy side and the sell side are putting significant money and time into navigating the impending post-cookie world.

Here are the key stats on third-party cookies from Digiday+ Research this year:

• 71% of brands and agencies agree somewhat or strongly that their ad measurement ability in a post-cookie world is a concern.
• 56% of brand and agency pros said their businesses are actively preparing for the end of third-party cookies by revising their measurement and attribution frameworks.
• 54% of agency and brand pros said Apple stands to gain a little or a lot with the death of the third-party cookie.
• 50% said Google will gain, but 23% said Google will lose a little.
• 55% of respondents to Digiday’s surveys said Facebook will lose a little or a lot after the third-party cookie is gone.
• 76% of agency and brand pros said advertisers will lose a lot.
• 54% of publisher respondents said Google would gain from the end of the third-party cookie in the spring, which fell to 33% in the summer.
• The percentage of publishers who think Google will lose was up to 46% in the summer, compared with 29% in the spring.
• Only one-third of agency and brand respondents said in the summer that Google will gain after the cookie is gone, compared with half of the respondents in the spring.

And here are the charts that tell the story:

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Source:: Digiday

      

Author: Aaron