CDP Use by Publishers Set to Reach 61%: CafeMedia Study
Data privacy rules will hurt small publishers more than big publishers, according to this CafeMedia study. Twice as many large publishers said they would replace cookies with a different anonymized ID (64% vs 32%) and more than twice as many said they would increase non-advertising revenue to replace ad revenue losses (55% vs 24%). Nearly half (44%) already sell first party data to outsiders. The study sees CDP use growing from 50% to 61% in the coming year and DMP use growing from 50% to 63%.