45% marketer’s struggle to maintain scale in third-party-cookie-restricted environments

MediaMath and Forrester yesterday released findings of the study “Confident Media Spending Requires A More Transparent And Addressable Supply Chain”. The study found 55% of brand decision makers think consumer privacy restricts programmatic buying addressability or the ability to reach the right people; 53% blame incompatible, proprietary identity systems; and 45% struggle to maintain scale in third-party-cookie- restricted environments.

The study also shows that only one third of the marketers say they can demonstrate and report the financial return on their programmatic media spend completely and accurately.

These are insights from 221 U.S. decision-makers across four verticals who influence or direct their companies’ digital media buying strategy.

“This research highlights the challenges faced across the entire industry and proves the solutions and relationships of advertising’s past will no longer empower its stakeholders to confidently execute their digital media strategies,” said Joe Zawadzki, Chief Executive Officer and Founder of MediaMath.