Despite Google’s continuing delay successful deprecating third-party cookies, marketers present respect evaluating individuality solutions arsenic an urgent priority. Publishers are feeling the pressure, too.
Compared with 2021, astir doubly arsenic galore marketers, and good implicit doubly arsenic galore publishers, present presumption selecting individuality solutions arsenic urgent to precise urgent. The information comes from the latest “Beyond the Cookie” study issued by information solutions supplier Lotame. The findings are based connected interviews with much than 1,400 manufacture professionals, marketers and publishers, crossed 7 planetary markets successful September 2022.
Solutions marketers consciousness bully about. An adjacent fig of marketers (25%) consciousness affirmative astir probabilistic individuality solutions — solutions that resoluteness information from a fig of sources into a single, probable individuality — and contextual solutions. Almost the aforesaid percent (24%) favour targeting cohorts. (Note: The study does not intelligibly separate betwixt the usage of contextual individuality and cohorts, some of which radical audiences based connected behavior.)
What marketers request from individuality solutions. With an ever-increasing fig of individuality solutions available, marketers don’t privation to beryllium restricted astatine this signifier of the crippled to conscionable one. They are investigating a assortment and learning from outcomes.
The anticipation of utilizing aggregate individuality solutions has resulted successful a request for interoperability. The numbers of marketers unfastened to moving with caller individuality partners remained adjacent YoY.
Questions astir email. Identities based connected authenticated email addresses are inactive precise overmuch connected marketers’ radar, with 23% expressing an interest. But reservations are being expressed too. 30% don’t judge email authentication tin scale; 30% are understandably skeptical that it volition assistance the acquisition of caller customers; and it seems that a bulk of email individuality solutions are inactive moving with third-party cookies.
Topics and cleanable rooms. The Google Topics individuality solution (that replaced FLoC) is attracting immoderate involvement from marketers (22%), though determination are concerns astir the constraints of moving wrong a walled garden.
As for data cleanable rooms, determination is greater involvement among publishers than marketers, but though usage is up, determination is grumbling astir the cost.
Why we care. Every fewer weeks we aftermath up and deliberation — wait, third-party cookies truly are going distant 1 day. Is everyone acceptable for that? After a play of apparent stasis (remember erstwhile the manufacture was successful denial astir GDPR?), it looks similar marketers and publishers are yet focused connected uncovering alternatives. And it continues to look similar determination won’t beryllium conscionable 1 alternate that wins the day.
It’s worthy noting that Lotame itself offers an individuality solution, Lotame Panorama ID. Its website besides inactive drops cookies.
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About The Author
Kim Davis is the Editorial Director of MarTech. Born successful London, but a New Yorker for implicit 2 decades, Kim started covering endeavor bundle 10 years ago. His acquisition encompasses SaaS for the enterprise, digital- advertisement data-driven municipality planning, and applications of SaaS, integer technology, and information successful the selling space. He archetypal wrote astir selling exertion arsenic exertion of Haymarket’s The Hub, a dedicated selling tech website, which subsequently became a transmission connected the established nonstop selling marque DMN. Kim joined DMN due successful 2016, arsenic a elder editor, becoming Executive Editor, past Editor-in-Chief a presumption helium held until January 2020. Prior to moving successful tech journalism, Kim was Associate Editor astatine a New York Times hyper-local quality site, The Local: East Village, and has antecedently worked arsenic an exertion of an world publication, and arsenic a euphony journalist. He has written hundreds of New York edifice reviews for a idiosyncratic blog, and has been an occasional impermanent contributor to Eater.
