Life after the third-party cookie
Marketers who relied on third-party cookies are now in a tricky position. There has been some concern from advertisers and even pushback from ad tech companies who may feel that the third-party cookie’s degradation has left them unprepared and financially exposed. Certainly marketers need to adjust to a “new world order.”
In our 2021 report: Life after the third-party cookie, we talk to 250+ senior marketing executives at brands (directors and above) to understand how they plan to adapt their advertising in the coming months to accommodate an infrastructure that doesn’t include third-party cookies?
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Download this report for more on these key highlights:
- Bracing for financial impact: 50% of respondents anticipate a large financial impact on marketing ROI as a result of the end of third party cookies
- Walled gardens will reap rewards: 62% of respondents reported that they would increase spending on the largest platforms, namely Amazon, Facebook,
Instagram and Google - Marketers will leverage their own data more: 92% of respondents agree that first party data is now “more valuable than ever” in marketing
