How direct publisher integrations can help chart the future of advertising

Explains why direct integrations with publishers may be one path forward for marketers in a post-cookie world.

This article is part of the March 2021 Spotlight US series, “Media strategies for a shifting US landscape.” Read more

In Kantar’s Media Trends & Predictions 2021, we discuss the changes happening in the media world and share our data-supported views. Some of the trends are more front-of-house: for example, audience behaviors like co-viewing, shifts in streaming video-on-demand habits, and the move from brand activism to action.

But others, are more back-end, such as media performance, one of three key themes we outlined in that report. It’s an area facing increasing challenge...

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