Some 69% of marketers expect ad performance to drop without cookies, with 62% concerned about losing the precision of data-driven targeting, according to data released Friday.
“Disruption is any industry’s greatest catalyst for positive change,” according to Captify, which partnered with Advertiser Perceptions to survey 52 brand marketers from their Ad Pros Community.
The study was fielded from May 3 - May 7, 2021, and asked questions to help understand how marketers are preparing for a world post-third-party cookies. These marketers have an annual digital ad spend between $5 million and more than $100 million.
There are a high percentage of brands still waiting for an alternative.
Marketers face major hurdles when it comes to alternative solutions. Two in three have turned to agencies and ad-tech partners to help them address these barriers and deliver results. Here are some of the major challenges:
More marketers are increasing their reliance on Search Intelligence compared with walled gardens to identify consumer intent and build qualified audiences.