Cookie-based promoting is on its last legs, but not enough marketers have moved on. A full 75% of marketers still rely heavily on third-party cookies, in line with a recent Adobe study.
Going within the improper direction. Some 45% of marketers are spending at the least half their budgets on campaigns and other activations based on third-party cookies, in line with the study. The report surveyed 2,667 full-time marketing and customer experience leaders within the U.S., Europe, Australia, New Zealand, Japan and India.
Surprisingly, 64% plan to extend their spending on cookie-based activations this 12 months.
Dig deeper: 3 ways marketers can prepare for a cookieless future
Writing on the wall. The real head-scratcher is what number of marketers are aware of the opportunities lost when overlooking cookieless environments. Eight-three percent say at the least 30% of their market is in environments where third-party cookies don’t work, the study found.
Nearly half of firms say over 50% of their potential market is present in cookieless environments like social media platforms and on Apple devices.
As a consequence, over three-quarters expect the top of third-party cookies will hurt their businesses, Adobe found. Thirty-seven percent expect a moderately negative impact, 23% expect significant harm. And 16% of marketers said the top of cookies might be “devastating” to their businesses.
Why we care. To be fair, marketers aren’t going all-in on cookieless strategies because tech giants like Google are waffling on their phase-out.
Brands should take a nuanced approach with a view to meet their customers where they’re and whether those environments use third-party cookies. But they must also take into accout the spirit of the cookie phaseout, which is built around consumer privacy and trust. Deep relationships with customers are forged through intentional data sharing, where both sides knows what the opposite knows.
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