The bulk of CMOs accidental losing third-party cookies poses a large challenge, but volition beryllium a affirmative development, according to a caller survey.
Some 72% of CMOs accidental it volition beryllium hard to grip the impending “cookiepocalypse,” according to Relay42’s study “Rethinking Digital Marketing successful a Post-Cookie Era.” However, 61% besides accidental it volition upwind up being a bully happening for business.
From Relay42’s study “Rethinking Digital Marketing successful a Post-Cookie Era“Why we care. If Google sticks to its schedule, it volition extremity Chrome’s quality to usage third-party cookies successful October of adjacent year. This means inventing full caller ways to bash integer marketing. Time is moving retired and the stakes couldn’t beryllium higher.
Dig deeper: Gartner: Give up connected the implicit presumption of the customer
“Setting speech the CDP lens, possibly the astir ascendant content is uncertainty. Other than Google Analytics 4 astatine 45%, nary advertizing solution to the deprecation of third-party cookies is utilized by much than 38% of respondents oregon less than 26%. This constrictive scope shows nary azygous wide way guardant has emerged,” David Raab, laminitis and CEO of the Customer Data Platform Institute, said successful the report.
Seeing the customer. Only 22% of respondents said their tech provides precocious capableness successful providing a azygous lawsuit view. Almost fractional (46%) said their capableness to bash this was either basal oregon non-existent.
Methodology. The study is based connected a survey of 319 elder marketers moving for companies with astatine slightest $10m successful yearly revenue, carried retired successful March and April 2023. Around two-thirds of companies surveyed person yearly revenues of astatine slightest $100 million, and conscionable nether a 3rd person revenues of astatine slightest $1 billion. The immense bulk of respondents are from the UK (40%) oregon the US (39%). The best-represented concern sectors are retail (33%) and fiscal services (19%).
Find the study summarized here.
Get MarTech! Daily. Free. In your inbox.
About the author
Constantine von Hoffman is managing exertion of MarTech. A seasoned journalist, Con has covered business, finance, selling and tech for CBSNews.com, Brandweek, CMO, and Inc. He has been metropolis exertion of the Boston Herald, quality shaper astatine NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and galore different publications. He has besides been a nonrecreational stand-up comedian, fixed talks astatine anime and gaming conventions connected everything from My Neighbor Totoro to the past of dice and boardgames, and is writer of the magical realist caller John Henry the Revelator. He lives successful Boston with his wife, Jennifer, and either excessively galore oregon excessively fewer dogs.
