In the ever-evolving digital advertising landscape, the impending deprecation of third-party cookies has raised numerous questions about the future of ad transactions and targeting. However, an EMARKETER chart reveals that advertisers’ preferred transaction methods and device usage remain unchanged.


According to a November 2023 survey data by the Interactive Advertising Bureau (IAB), 60% of ad buyers indicated they would focus somewhat or significantly more on ad placements with publishers with first-party data in 2024.

This insight underscores the advertising industry’s resilience and adaptability, even in the face of significant technological shifts. As we delve into this data, we’ll explore how advertisers are navigating these changes and what they mean for the future of digital marketing.

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