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BEYOND THE COOKIE: THE FUTURE OF ADVERTISING FOR MARKETERS PUBLISHERS Lotame Global Survey Report | February 2021 TABLE OF CONTENTS Introduction3 Key Results5 Part 1 - What Keeps Marketers Publishers Up at Night5 Part 2 - How Investments Will Pivot8 Part 3 - What the Future Should Look Like11 Conclusion13 About Lotame14 INTRODUCTION “Change” may not have made Merriam-Webster’s 2020 Word of the Year, but it was tops for digital advertising. In addition to the upheaval of a global pandemic, digital advertising faced a series of serious challenges. From Google Chrome’s third-party cookie phaseout announcement to mounting privacy regulations to rapidly changing consumer habits, confusion reigned. Though digital advertising is no stranger to innovation and agility, we were curious how marketers and publishers were faring amidst so much uncertainty. What exactly did the future of advertising, beyond the cookie, mean and how were its primary stakeholders preparing? Lotame set out to answer these questions and more with our global survey of over 1,000 marketers and publishers. We asked what keeps them up at night; how they will pivot investments; and what the future of digital advertising should look like. Results showed similar trends region to region, indicating marketers and publishers the world The future of digital over are grappling with the same issues. Not surprisingly, marketers and publishers overwhelmingly agreed the future depends on a connected advertising relies ecosystem that supports diverse, ad-supported content across the open on a connected web. But when asked how to get there, they diverged. ecosystem that As we’ve seen in digital advertising’s past, ingenuity has transformed supports the open seemingly insurmountable challenges into a wellspring of opportunities. web and diverse, Communication