LiveRamp conducted a study of 251 UK-based senior marketers in April 2021 to understand their views about the withdrawal of third-party cookies.
The survey found that 78% of senior marketers believe the final withdrawal of third-party cookies would positively affect their advertising strategy. Marketers said the withdrawal would cause improvement in audience targeting, support in reaching audiences at scale and enhance frequency capping and measurement.
As alternative advertising strategies, nearly half of senior marketing professionals would implement diversifying formats and channels. Marketers would also consider options like first-party data authenticated data, identify solutions and contextual targeting.
Around 85% of respondents also believe that their brand would benefit from a closer relationship with their key target publishers. Studies have already proved the power and value of advertising without cookies, emerging the need for publishers to find a solution to monetise their audiences.
[3 minute read]