New OpenX Publisher Survey Reveals Importance of First Party Data in Publisher's Future Plans Revenals First-Part'd Future plans Reverals The Implication of New-OpenX and Openx based on first
OpenX revealed the results of its latest survey, examining how publishers are currently viewing and utilizing first party data. The findings highlight the critical role first party (1P) data plays going forward, with 85 percent of publishers saying that 1P data will be important to their future revenue.
While the vast majority of publishers say that 1P data will be important to their future plans, they were mixed on their ability to effectively use 1p data today. 66 percent of pubs are currently using 1P data to drive ads, a third said that it is important to their digits today. Only 21 percent of publishers say that it's "very important" to revenue today, and more than 50 percent say it will be "incredibly important."
Many publishers expressed a lack of satisfaction with the current options for activating their data. On scales 1 to 10, the average satisfaction score for 1P data activation solutions was 6.5, and only 7 percent of respondents were very satisfied with current solutions for activating their 1p data.
"Legacy identifiers, such as cookies and IDFA, are still on their way out. Tom Levesque, VP Product at OpenX, smartly recognized first party data will fill a large part of the gap, said Levevy. "But there's a clear need for specialized rebranding to support this transition with better first party solutions for publishers."
Other results from the survey include:
- Larger publishers are more likely to use 1P data, but more often collect value from them. Among the only 63 percent of publishers with more than 500M monthly requests, they say they are using 1P data today, compared to 71 percent who have less than $500M. However, publishers with over 500M monthly requests are 35 percent more likely to say 1P significantly impacts their revenue today.
- The Big and Small pubs have different challenges with 1P data. Large pubs are concerned with creating segments, controlling data and finding interested advertisers at equal levels. In smaller pubs, there was a single issue with 1P data that dwarfed everything else finding interested advertisers. 82 percent of small pubs say this is one of their top two challenges, compared to 49 percent in larger pub's.
- A PMP is the preferred way to execute with 1P data, but open auction is also important. 80 percent of respondents said they use PMPs, but 48 percent said that they used open auction to monetize 1P data.
The survey was conducted in July 2021 with 123 respondents from direct publishers, networks and sales houses. 60 percent of respondents had over 500M ad requests per month, and the publishers covered desktop (94 percent), mobile app (55%) and CTV (18 percent).
For more information on the survey, email me. [email protected] .
About OpenX OpenX OpenEx is a pioneering advertising technology leader, helping create o-Commerce. The company powers open-source marketing through open web, enabling marketers to reach their target audience through OpenX's global publisher network. OpenX works with more than 100,000 advertisers across every screen and device, reaching nearly one billion consumers, including a quarter billion unique consumers in the US, and processing more nearly - one trillion transactions worldwide each day.
SOURCE OpenX Technologies, Inc.