Although they are set to play a leading
Posted: Tue Jan 07, 2025 4:40 am
At the beginning of 2021, marketers were worried about the imminent death of cookies , which they cited as one of their main challenges. And it seems that this feeling of anxiety is still very much present among marketing professionals. Even so, the impact of the death of cookies will be much more profound for marketers in 2023 than in 2022. At least this is the conclusion of a recent study undertaken in the United States by Lytics .
The report shows that 86% of professionals surveyed admit to relying on data from third-party cookies for their marketing and advertising actions.
However, marketers won't really be worried about the fall from grace of cookies until 2023 , which is also when Google permanently removes them from its Chrome browser.
50% of marketers believe that the disappearance of third-party cookies will have a major impact on their work in 2022. However, this percentage will grow to 56% when marketing professionals look to 2023.
To adapt to the upcoming demise of third-party cookies, marketers will necessarily have to make adjustments to their advertising campaigns. And most of them (62%) plan to compensate for the elimination of cookies by investing more in platforms such as Facebook, Instagram, Amazon and Google (the same companies that have gobbled up two-thirds of advertising spending in the United States this year).
role in the coming years, first latvia number data -party data is not without its problems for marketers.
Marketers also plan to spend more on owned channels like web and email (51%) . And while many advertisers are shifting a large portion of their budgets from linear TV to connected TV , 49% plan to spend more on TV advertising due to the absence of third-party cookies.
The death of cookies will also impact organisations’ data strategies . Many marketers will work more closely with agencies to test new technologies (54%), while others will be looking at new methods to reach certain audiences (49%) and will also have to get their teeth into new systems and new software (47%).
Not surprisingly, the demise of cookies has made first-party data much more valuable in marketing , according to 92% of marketers.
Marketers are already using first-party data to create more personalized content on their websites , predict consumer behavior, and deliver more tailored content in their email marketing campaigns.
Despite the relevance of first-party data, its implementation is hampered by factors such as the need to create a truly holistic view of the customer, the scarcity of data, insufficient data collection and poor data quality.
While most marketers are ready to break free from third-party cookies, some admit they aren't ready (14%) or aren't sure if they should do without them (17%).
Marketers' doubts could be rooted in this data: approximately half anticipate that the end of third-party cookies will have a large (29%) or very large (18%) impact on the ROI of their marketing actions .
The report shows that 86% of professionals surveyed admit to relying on data from third-party cookies for their marketing and advertising actions.
However, marketers won't really be worried about the fall from grace of cookies until 2023 , which is also when Google permanently removes them from its Chrome browser.
50% of marketers believe that the disappearance of third-party cookies will have a major impact on their work in 2022. However, this percentage will grow to 56% when marketing professionals look to 2023.
To adapt to the upcoming demise of third-party cookies, marketers will necessarily have to make adjustments to their advertising campaigns. And most of them (62%) plan to compensate for the elimination of cookies by investing more in platforms such as Facebook, Instagram, Amazon and Google (the same companies that have gobbled up two-thirds of advertising spending in the United States this year).
role in the coming years, first latvia number data -party data is not without its problems for marketers.
Marketers also plan to spend more on owned channels like web and email (51%) . And while many advertisers are shifting a large portion of their budgets from linear TV to connected TV , 49% plan to spend more on TV advertising due to the absence of third-party cookies.
The death of cookies will also impact organisations’ data strategies . Many marketers will work more closely with agencies to test new technologies (54%), while others will be looking at new methods to reach certain audiences (49%) and will also have to get their teeth into new systems and new software (47%).
Not surprisingly, the demise of cookies has made first-party data much more valuable in marketing , according to 92% of marketers.
Marketers are already using first-party data to create more personalized content on their websites , predict consumer behavior, and deliver more tailored content in their email marketing campaigns.
Despite the relevance of first-party data, its implementation is hampered by factors such as the need to create a truly holistic view of the customer, the scarcity of data, insufficient data collection and poor data quality.
While most marketers are ready to break free from third-party cookies, some admit they aren't ready (14%) or aren't sure if they should do without them (17%).
Marketers' doubts could be rooted in this data: approximately half anticipate that the end of third-party cookies will have a large (29%) or very large (18%) impact on the ROI of their marketing actions .