Programmatic Advertising in a Cookieless World -Gaining insights from industry experts to improve Unified ID 2.0

Detalhes bibliográficos
Autor(a) principal: Kollat, Niklas Frerk
Data de Publicação: 2022
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/140586
Resumo: Internship Report presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
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spelling Programmatic Advertising in a Cookieless World -Gaining insights from industry experts to improve Unified ID 2.0Data-Driven AdvertisingProgrammatic AdvertisingCookiesTrackingQualitative ResearchInternship Report presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing IntelligenceIn March 2021, Chrome announced its plans to terminate third-party cookies at the end of 2022, confronting a whole industry with the question: how are we going to track users in the open web? During this project, Google decided to postpone it to 2023, which doesn’t mitigate the importance. The termination is going to create a seismic shift in digital advertising and will lead to a massive transformation for every industry entity that is not equipped with a data-driven solution. One field that is certainly dependent on data is programmatic advertising. The Trade Desk is the world’s largest independent DSP in the field of programmatic advertising and devised a cookie surrogate, called Unified ID 2.0. Like other solutions, Unified ID 2.0 is at a nascent stage in Europe. To improve proliferation, both users and industry stakeholders need to embrace this solution. The objective of the project is twofold. It aims to explain a cutting-edge topic to the academic world while delivering valuable insights to The Trade Desk to improve UID 2.0. Two stakeholder groups are vital for success: users and industry experts. This project provides insights from 13 qualitative in-depth interviews with high-level industry experts across the programmatic ecosystem. Complementary, this project includes a user survey encompassing the opinions of over 7,000 users from five different countries on cookieless solutions and the future of digital advertising, contributing to the rising debate on the future of programmatic advertising in a cookieless future. Beyond UID 2.0, major learnings are players who have successfully integrated a first-party data strategy endowed with data aggregation tools are going to succeed in a cookieless world, tech firms and publishers will drive innovation, generic alternatives will accelerate in the future, and the next level of privacy is dawning.Rita, Paulo Miguel Rasquinho FerreiraRUNKollat, Niklas Frerk2022-04-272025-04-27T00:00:00Z2022-04-27T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/140586TID:203027345enginfo:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:17:46Zoai:run.unl.pt:10362/140586Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:49:43.890226Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Programmatic Advertising in a Cookieless World -Gaining insights from industry experts to improve Unified ID 2.0
title Programmatic Advertising in a Cookieless World -Gaining insights from industry experts to improve Unified ID 2.0
spellingShingle Programmatic Advertising in a Cookieless World -Gaining insights from industry experts to improve Unified ID 2.0
Kollat, Niklas Frerk
Data-Driven Advertising
Programmatic Advertising
Cookies
Tracking
Qualitative Research
title_short Programmatic Advertising in a Cookieless World -Gaining insights from industry experts to improve Unified ID 2.0
title_full Programmatic Advertising in a Cookieless World -Gaining insights from industry experts to improve Unified ID 2.0
title_fullStr Programmatic Advertising in a Cookieless World -Gaining insights from industry experts to improve Unified ID 2.0
title_full_unstemmed Programmatic Advertising in a Cookieless World -Gaining insights from industry experts to improve Unified ID 2.0
title_sort Programmatic Advertising in a Cookieless World -Gaining insights from industry experts to improve Unified ID 2.0
author Kollat, Niklas Frerk
author_facet Kollat, Niklas Frerk
author_role author
dc.contributor.none.fl_str_mv Rita, Paulo Miguel Rasquinho Ferreira
RUN
dc.contributor.author.fl_str_mv Kollat, Niklas Frerk
dc.subject.por.fl_str_mv Data-Driven Advertising
Programmatic Advertising
Cookies
Tracking
Qualitative Research
topic Data-Driven Advertising
Programmatic Advertising
Cookies
Tracking
Qualitative Research
description Internship Report presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
publishDate 2022
dc.date.none.fl_str_mv 2022-04-27
2022-04-27T00:00:00Z
2025-04-27T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/140586
TID:203027345
url http://hdl.handle.net/10362/140586
identifier_str_mv TID:203027345
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/embargoedAccess
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instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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