The majority of CMOs see the end of third-party cookies as a major challenge, but also recognise the potential positives for business. A survey from Relay42's report Rethinking Digital Marketing in a Post-Cookie Era revealed that 72% of CMOs said it will be difficult to handle the impending “cookiepocalypse”, but 61% also said it will be a good thing.
Google's plan to end Chrome's ability to use third-party cookies in October 2021 means that marketers must find new ways to do digital marketing. According to the survey, only 22% of respondents said their tech provides advanced capability in providing a single customer view, while 46% said their capability to do this was either basic or non-existent.
The report was based on a survey of 319 senior marketers working for companies with at least $10m in annual revenue, from the UK, US and other countries. Around two-thirds of companies surveyed have annual revenues of at least $100 million, and just under a third have revenues of at least $1 billion. The majority of respondents were from the retail (33%) and financial services (19%) sectors.
Technology-savvy business professionals must be aware of the deprecation of third-party cookies and the need to find new ways to do digital marketing. Time is running out and the stakes couldn't be higher, but there may be positive outcomes if marketers embrace the challenge.
Originally reported by Martech: https://martech.org/cmos-say-the-end-of-third-party-cookies-is-both-a-major-challenge-and-a-good-thing/
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