May 4, 2020

Impact of cookies lack


According to the latest report from Mymyne, a contextual audience optimization provider, which polled 100 senior marketing professionals while almost 39% of respondents in creative roles felt as though the impact of Google’s move to end third-party cookies by 2022 would be ‘highly positive’, only 13% of ad execs felt the same way. On the contrary, 25% of those in senior advertising jobs thought it would have a ‘highly negative’ impact… on digital advertising – with no one from creatives agreeing upon it . 48% of all respondents (and 81% of advertisers) said they would sign up to Google’s Privacy Sandbox, which is being touted by the search giant as an alternative path, developing open standards to ‘fundamentally enhance privacy on the web’. 43% of ad execs said server-side cookie-based networks were the top choice. 31% of creatives checked first party data as the primary option because they could build the close relationships with consumers as a result. Сreatives felt more confident than advertisers on the level of recognition of how their company used third-party data: 25% of creatives said their knowledge was ‘strong’; and only 7% of advertisers agreed. “While advertisers who rely on third-party cookies are keen to find an alternative data source in the Sandbox, those in senior creative roles are more focused on ways to engage audiences in a meaningful way,” said John Regan, director and founder of Mymyne. “This approach means they won’t need cookie data to fuel their marketing campaigns, because they can develop direct relationships that foster strong brand advocacy and loyalty.”

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