2021 Marketplace Outlook

COVID Buy-Side Survey #2

In IAB's final impact study of 2020, we learned buyers are optimistic about 2021 and expect a 6% overall increase in their 2021 budget (versus estimated actual spend in 2020). However, they have concerns about: 1) Preparing for a cookie-less future / loss of identifiers, 2) The need for 1st party data, and 3) Cross-platform measurement solutions.

Key highlights:

  • More than ⅓ of buyers believe that they need more first party data
  • Digital media is expected to represent 71% of total budgets
    • Social, SEM, display & video represent nearly 60% of 2021 total budgets
  • Digital video buyers are shifting budget from traditional TV and digital display to CTV
    • Average shift of budget . . .

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