"This shift comes amid a rapidly evolving industry landscape, shaped by tightening privacy regulations, changing consumer behaviour, and the steady decline of third-party cookies. The study - Media Buying in Transition: What Agencies Must Do Next - shows that 81% of agencies are concerned that relying solely on an advertiser's own first-party data limits their ability to scale and reach audiences effectively."
"In response, more than eight in ten (85%) are looking to reinvigorate third-party data strategies to deliver the breadth, relevance, and impact needed for smarter planning, activation, and measurement. When selecting partners to support this shift, data quality is the top priority, with 83% citing it as the most important factor when choosing a third-party provider. Curation is also gaining momentum as a strategic response, blending privacy-safe audience and publisher signals to deliver both relevancy and scale."
Agencies are embracing third-party data, AI, and curated strategies to transform media buying amid tightening privacy regulations, changing consumer behaviour, and the decline of third-party cookies. Eighty-one percent of agencies feel first-party data alone limits scale and reach. Eighty-five percent are reinvigorating third-party data strategies, with 83% prioritizing data quality when choosing providers. Curation—blending privacy-safe audience and publisher signals—is seen as a key future driver by 89% of agencies, and 70% of users report improved ROI, performance, and relevance. AI is widely used for creative planning and is expected to expand into planning and bidding, with larger agencies leading adoption.
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