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The study reveals that most (56%) US media planners are seeing privacy-first solutions as a key priority during 2022. In fact, US planners are the only group in the survey treating privacy-first as seriously as they should. In the UK for example, just 40% of UK media planners are seeing privacy-first solutions as a key priority this year.

American media planners seem to be more confident than their peers in the UK and Australia when it comes to the available solutions to reach audiences without relying on cookies. In the UK, 41% of in-house media planners accept that there is still no good solution on the market today that allows them to reach their audiences accurately. In Australia, this number is even higher as 50% of them feel the same way, compared to just 26% of the US in-house media planners.

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