Publishers recognize that they must accurately identify mobile visitors. Few organizations have solved this challenge for an increasingly cookie-less environment, so it’s not surprising that 46% of publishers aren’t confident in their ID technology. 


Key findings from the report:


Delivering dynamic content is a challenge to half of all respondents and therefore a top priority. Without this ability, ad space is limited and lower in value than space that can be targeted to the user and their behavior. 


Ad blocking looms over display advertising as both a practical concern and a sign that the experience of online advertising is flawed enough to motivate users to action. 

About the Author
Stefan Tornquist is the vice president of research for Econsultancy in New York. His team covers a wide range of digital marketing topics from tactical best practices to strategic transformation. Stefan’s research and commentary have been featured in The Wall Street Journal, Business Week and AdAge, as well as virtually every trade press outlet.

Stefan Tornquist
Vice President, Research, Econsultancy

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In association with

Digital Publishing: Increasing Advertiser Value Through Data and Identity

About this report

Digital publishers are feeling the pain. They're facing formidable challenges in the form of ad blockers, emerging news delivery platforms, commoditized ad inventory and diminishing CPMs. This report, in association with Signal, explores the capabilities and processes that are vital to creating a better world for consumers, advertisers and publishers.

This report is based on findings from an online survey fielded in August and September of 2015. The research reveals that first and foremost, publishers need to tackle a number of obstacles, including lack of cross-device visitor recognition, sluggish data processing, technology fragmentation and lack of scale. The research also reveals opportunities for publishers. The emergence of true real-time technologies can offer the opportunity to achieve sustained growth with a model built on value instead of volume.