Happy 2025! We are little over a week into the new year and programmatic continues to be a major contributor for digital ad spend. Since 2023, programmatic has accounted for more than 90% of digital display ad dollars and is forecasted to see double-digit growth through 2026. As we look ahead to 2025 and beyond there are a variety of trends (AI to contextual to premium placements) to consider and you can read about those on the Basis Blog. The first trend, continued signal loss, provides many opportunities for brands, agencies, and media companies alike.
With Google pulling back on a “drop dead” date for cookies, and instead moving to a “opt-in” approach for users sometime in 2025, signal loss will continue to increase gradually in the months and years ahead. This provides those in the advertising space 2 opportunities:
- Growth of 1st Party Data: Advertisers need to make first-party data (1PD) collection a priority. Ensuring the collection of clean 1PD allow for greater personalization in their messaging and will make finding similar extended audiences easier through look-alike models and clean rooms.
- At the end of 2024 Basis launched our Chrome Privacy Sandbox Attribution solution. Basis is prepared for the signal loss as the new, user-choice experience is rolled out in Chrome and the new attribution will allow Basis users to maintain conversion measurement without identifying individual users. This is available today, and while it may only account for some of the conversion data today, it will continue to grow over the next few months and years. Enabling this today does not limit any tracking being some with cookies and cookie based measurement and will continue to prioritize third party cookies and only tap into Privacy Sandbox when they are unavailable in Chrome.
We are excited to see programmatic media buying continue to change and grow and are excited to partner with you through all the changes to come. Please reach out with any questions and cheers to a wonderful 2025!