How are Quantcast, Heineken, ITV and M&C Saatchi Performance Using AI to Navigate a Post-Cookie World?

In Q1 of 2024, WBR Insights in collaboration with QuantCast surveyed 100 Heads of Programmatic and similar across Europe to take a deep dive into how the industry is set to tackle the removal of third-party cookies, the role AI will play in this effort, and the strive toward a net zero carbon footprint.

Below is a summary of some of the takeaways from the Programmatic Pioneers Summit 2024 Playbook. If you would like to uncover the playbook's full findings, you can access your free copy by clicking here.

Equally, the topics covered in the playbook will be discussed in detail by industry leaders at the Programmatic Pioneers Summit event. To download the event agenda, click here.

Saying Goodbye to the Third-Party Cookie

The removal of third-party cookies may be delayed, but advertisers are already preparing for a cookieless future. Our research shows a significant shift towards AI, with many respondents planning to increase investment. AI isn't a silver bullet, but it's a powerful tool for enhancing existing solutions. Contextual targeting, favored by almost half of respondents for its return on investment, is a prime example. AI can also optimise the use of first-party data and anonymised audience segments.

This isn't just about replacing lost data; AI has the potential to revolutionise programmatic advertising by optimising targeting, delivery, and even ad experiences themselves. The future of programmatic advertising might look quite different, and AI is poised to be at the forefront.

Ushering in the Future of the Cookieless World with AI

Advertisers are excited about AI's potential, with our research highlighting supercharged ROI, enhanced security, and greater transparency as key benefits. However, navigating the crowded landscape of AI solutions can be tricky.

Contextual targeting, already a popular alternative to cookies, is seen as the area most impacted by AI. This familiarity makes contextual solutions ideal for both scale and AI-powered improvements. However, security concerns remain the biggest hurdle for adoption. While large language model providers are working on solutions, further research and clear use cases are needed to fully convince advertisers.

Striving Toward a Net Zero Carbon Footprint in Programmatic Advertising

Sustainability is no longer an afterthought in programmatic advertising. Our research shows a significant shift, with the majority of respondents prioritising sustainable practices and many already having a strategy to reduce emissions. Initial efforts focus on reducing energy-intensive content, but a clear need for industry-wide best practices and agency support is evident.

While stakeholder buy-in seems strong, collaboration with regulators is crucial to establish clear guidelines and measurement frameworks. This green wave in programmatic advertising suggests a future where environmental responsibility goes hand-in-hand with campaign effectiveness.

Conclusion

The removal of third-party cookies is forcing a transformation in programmatic advertising, with AI emerging as a key weapon in advertisers' arsenals. Our research highlights optimism about AI's ability to boost ROI, security, and transparency. However, security concerns and a lack of clear use cases remain hurdles to wider adoption.

Another significant trend is the growing focus on sustainability. While most advertisers have a strategy, industry standards and clear measurement frameworks are lacking. This creates an opportunity for regulators to collaborate with the industry and establish best practices.

Overall, our research paints a picture of an industry in flux. AI and sustainability are at the forefront, and navigating this evolving landscape will be crucial for advertisers. We will be here to track these developments and share our findings in future research.

If you would like to access your free download of the full report, get it here.