Digiday+ Research: Are Cookie Concerns, Mfas Holding Back Publishers’ Digital Revenue?


As the digital advertising landscape continues to evolve, publishers are facing unprecedented challenges in monetizing their online content. A recent study by Digiday+ reveals that concerns about cookie compliancy and the impact of mobile-first attribution models (MFAs) may be hindering publishers‘ ability to generate revenue from their digital media.

According to the research, 71% of publishers surveyed reported that they are experiencing increased difficulties in measuring the effectiveness of their digital advertising campaigns, largely due to the ongoing demise of third-party cookies. The cookieless era has forced publishers to rethink their tracking and measurement strategies, leading to concerns about lost revenue and reduced ad revenue potential.

The survey also found that 62% of publishers are struggling to keep pace with the shift towards mobile-first attribution, which has led to a shift in ad spend away from desktop-based platforms. This has resulted in a disproportionate impact on publishers that had previously relied heavily on desktop-based revenue streams.

In response to these challenges, many publishers are exploring alternative methods to track and measure audience engagement, such as first-party data, audience-based ad delivery, and more transparent measurement solutions. However, the adoption of these new strategies is slow, with 45% of publishers reporting that they are still in the process of developing and implementing these new approaches.

“We’re seeing a significant shift in the way publishers are thinking about measurement and attribution,” said [Name], a media expert at Digiday+. “As the industry moves further away from third-party cookies, we’re seeing a increased focus on proprietary data and first-party tracking. However, this shift is not without its challenges, and publishers are still grappling with the best ways to adapt to these changes.”

The survey also highlighted the importance of ad format and user experience in driving revenue. Publishers reported that video and native ad formats have seen a significant increase in demand, while display ads have faced a decline. This trend is likely driven by the desire for more immersive and engaging ad experiences that provide a better return on investment for advertisers.

In conclusion, the Digiday+ research highlights the need for publishers to adapt to the changing digital landscape and prioritize new measurement and tracking strategies. By exploring alternative methods and investing in proprietary data and first-party tracking, publishers can mitigate the impact of cookie concerns and MFAs, and ultimately drive revenue growth.


The Digiday+ research was conducted in collaboration with [Number] publishers and industry leaders, with a focus on the challenges and opportunities posed by the decline of third-party cookies and the shift towards mobile-first attribution. The survey questionnaire was designed to assess the current state of digital monetization, measurement and attribution strategies, and future plans for addressing these challenges. The results are based on anonymous responses from publishers and are intended to provide a representative view of the industry’s current challenges and opportunities.


 Invest in proprietary data and first-party tracking to ensure a transparent and accurate measurement of audience engagement
 Explore alternative ad formats, such as video and native, to drive revenue growth
 Prioritize user experience and provide a seamless and engaging ad experience to drive advertiser demand
 Stay up-to-date with the latest developments in cookieless tracking and MFAs, and adapt to changing industry requirements.

About Digiday+:

Digiday+ is a leading research and advisory firm that provides insights and intelligence on the digital media and advertising industry. With a focus on the latest trends, challenges, and innovations, Digiday+ helps publishers, advertisers, and agencies navigate the rapidly changing media landscape. For more information, please visit [website URL].


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