Lotame surveyed 200 UK senior decision-makers in digital media and marketing in September 2021.
The study found that 42% of marketers say the loss of cookies will decrease revenue. Moreover, 57% of marketers expect a 10-25% revenue drop due to cookie depreciation. 53% of publishers also foresee reducing their workforce due to revenue loss due to the depreciation of third-party cookies.
As a result of the demise of third-party cookies, 43% of publishers see a significant loss of programmatic revenue, and ad spend to walled gardens. Two out of five respondents also expressed concerns about Apple’s Privacy Relay.
Many marketers reported email-based identity solutions as the most popular choice that they are planning to test in the next six months to one year. It was followed by contextual ads, then cohorts and probabilistic. Four in five marketers and publishers are also open to using multiple ID solutions.
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