Marketers’ Perspectives on Creative in a Privacy-Centric World
Voice of the Marketer Series
Device IDs and cookies are disappearing. At the same time, digital advertisers are putting a greater degree of focus on ad creative. This report provides a revealing snapshot of marketers’ creative preferences and adoption trends – particularly among marketers concerned about, or experiencing, the impact of ID loss.
The study focused on three core areas of inquiry regarding the adoption of creative strategies in the era of diminished ID-based targeting:
Marketers’ preferences and adoption of creative formats, especially three key types of ad creative that show unique properties and potential for post-ID advertising: Augmented Reality, Dynamic Creative and Native Advertising
Marketers’ views on the appeal and effectiveness of specific creative formats
Correlations between creative strategies and concerns around the loss of tracking data