With cookies losing sheen, brands are beginning to warm up to first-party data

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 08, 2022, 4:51 PM GMT+0

The latest Advertisers Perceptions study of US advertisers and agencies found 81% of advertisers are concerned about losing cookies.

As brands began to reassess their priorities, adoption of first-party data increased significantly in the second half of 2021. Between the summer and fall of last year, usage of cookies dropped by nearly 10% points.

At the same time, 70% of advertisers applied first-part data for targeting and measurement. They also experimented more with cohort-and contextual-based strategies. On average, advertisers expect a 17% drop in performance when cookies are deprecated next year, a change in sentiment from May when a 27% drop was forecast.

Around 50% of advertisers said they would switch their demand-side partner if performance fell more than 20%. Advertisers Perceptions’s John Bishop noted, “LiveRamp, Google and Facebook are already major partners for most advertisers, and advertisers are looking to these market leaders for cookie alternatives.”

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