Agencies and brand names are clearly worried about the death of the third-party cookie and the effect on their marketing services, however the truth is most do not have a strong strategy concerning just what post-cookie measurement and marketing will appear like. It is clear that this unpredictability is prevalent throughout the market. What is not so clear is what follows
To learn more, Digiday surveyed 146 firm and brand name experts about their issues and what actions are being taken by their companies to resolve them. The study, performed in April, exposed that many firm and brand name executives see marketers losing the most following the death of the cookie and there is genuine stress over what will occur to measurement when their services go into a cookieless world.
However, Digiday’s research study likewise discovered that, while brand names and firms still do not understand what will follow, numerous are resolving various alternatives in preparation for completion of third-party cookies in 2023.
And as the market gets ready for the looming modification to the digital marketing community, more than three-quarters of firm and brand name specialists surveyed by Digiday stated that marketers stand to lose in the post-cookie world. More particularly, 40% of participants stated marketers “will lose a little” following the death of the cookie, and 36% stated they “will lose a lot.”
This stat is resonating amongst brand name and firm pros: Just under three-quarters of participants to Digiday’s study stated they fret about their company’s capability to determine advertisements without third-party cookies. Fifty-three percent “concur rather” that their advertisement measurement capability post-cookies is an issue, and 18% “concur highly.”
But company and brand name specialists are not letting themselves be immobilized by their issue. According to Digiday’s study, over half of participants stated they are actively modifying their measurements and attribution structures to prepare their organizations for completion of third-party cookies.
However, unpredictability is swarming when it pertains to what those modifications will appear like. Will the brand-new standard be contextual services? First-party information? Attention metrics? The list of possibilities is long– and the response depends upon who you ask.