Download our latest industry research in partnership with CoLab looking into UK advertiser and agency views on the state of targeting, AI and campaign measurement as signal loss grows.

Media Buyer Research

Side Image Heading

Agency & Brand Tactics in the Age of Signal Loss – Media Buyer Research

We spoke to 150 professionals from brands and agencies to understand the impact signal loss, as a result of cookie deprecation, is having on their media planning and buying in 2023.
Top findings
  • There is an 8% shift from audience to contextual targeting-driven spend year-on-year, from 2022 to 2023 among the largest advertisers. Based on IAB UK latest Ad Spend forecast covering H1 2022, this equates to an estimated increase of £770m during 2023 in contextual spend.
  • When asked about trends over the coming year, major advertisers chose cookie deprecation as the number one hot topic informing their marketing needs. This is not a concern equally shared with smaller players, who only list signal loss sixth by order of priority.
  • There is a desire across the market to move away from hard-worn, performance-specific metrics towards newer ones like attention – with 63% positive towards this metric, even if 1 in 3 indicated they still lack the tools to measure it effectively.
  • When asked about artificial intelligence, the area brands and agencies believed would be most impacted was ad targeting – with more than half (52%) of respondents selecting this option, followed by campaign optimisation and streamlining workflows.
  • There is agreement that artificial intelligence will also have an important impact on the development of contextual targeting in particular – 59% agreeing this will be high.

Download the latest
media buyer research

Media Buyer Research

Learn how the rise in signal loss is affecting how marketing and media specialists across brands and agencies are planning and buying media in 2023.

Downloaded Item Image

To activate the download function, please enter your details. Then you'll be able to download your insights simply by clicking on "Click to download".

For a live demo or to find out more about our services

Get in touch