Despite the impending end of third-party cookies, an Adobe study has found that an alarming 75% of marketers are still relying heavily on them for their campaigns and activations. Shockingly, 64% of those surveyed plan to increase their spending on cookie-based activations this year.
The study surveyed 2,667 full-time marketing and customer experience leaders in the U.S., Europe, Australia, New Zealand, Japan and India, and found that 83% of marketers are aware of the opportunities lost when overlooking cookieless environments. Almost half (45%) of those surveyed are spending at least half their budgets on campaigns and other activations based on third-party cookies.
With over three-quarters of marketers expecting the end of third-party cookies to have a negative impact on their businesses, it is important for them to prepare for a cookieless future. Marketers should take a nuanced approach in order to meet their customers where they are, whether those environments use third-party cookies or not. It is also important to keep in mind the spirit of the cookie phaseout, which is built around consumer privacy and trust.
Tech giants like Google are waffling on the cookie phaseout, so it is up to marketers to prepare for the future regardless. Deep relationships with customers are forged through intentional data sharing, where each side knows what the other knows. It is up to marketers to ensure that their brands are prepared for a cookieless future, and to create meaningful relationships with their customers built on trust and respect.
Originally reported by Martech: https://martech.org/75-of-marketers-still-rely-heavily-on-third-party-cookies/
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