Data connectivity platform LiveRamp, in collaboration with research company Censuswide, conducted a study to highlight how UK brands are preparing for the withdrawal.
Around 76% of senior marketers in the UK believe the final withdrawal would positively impact their advertising strategy. Marketers said the move would improve audience targeting, reaching audiences at scale, frequency capping and measurement.
Diversifying formats and channels (49%) and first-party authenticated data (45%) were the most popular alternative advertising strategies that marketers have been working on. 43% reported identify solutions, and 41% planned on using contextual targeting as their advertising strategy.
A whopping 85% of respondents also believe that their brand would benefit from a close relationship with their key target publishers. The study found that marketers would also be willing to pay more for media and identity data.
[2 minute read]