Study Details Third-Party Data Phase-Out on Broadcasting
PILOT |
The broadcast radio and television industry would lose $2.1 billion in digital advertising revenue annually, representing 6.3% of the industry’s total advertising revenue, if third-party cookies were eliminated today with no privacy-preserving alternatives, according to a new study released by Borrell Associates. Borrell President Jim Brown presented the study, commissioned by the NAB’s innovation wing PILOT at the NAB Show New York.
The study, “State of the Industry Report: What The Loss Of Third-Party Cookies Means For Broadcasters,” examined the phase-out of third-party tracking cookies used in digital advertising to estimate the financial impact on broadcasting. The research used interviews with broadcast executives and an online survey of 54 broadcasters to gauge the industry’s level of preparedness and identify…
