A research by Mymyne surveyed 100 senior marketing professionals.
This article cites a study by Mymyne which found that 39% of marketing professionals in creative roles consider Google’s move away from third-party cookies to have a “highly positive” impact. However, 25% of believe it will be contract to that.
Only 13% of ad executives are expecting the impact to be positive. When asked about alternatives, 43% of the ad execs would opt for server-side cookie-based networks. For 31% of creatives, first-party data is the preferred choice as it can help build closer relationships with consumers.
48% of respondents state they would sign up for Google’s Privacy Sandbox. Creatives were also more confident about their knowledge of how their companies used third-party data, compared to ad execs.
[2 minute read]