The impact of cookieless solutions on data integration

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monira444
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Joined: Sat Dec 28, 2024 4:37 am

The impact of cookieless solutions on data integration

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Find out what concerns marketers have about a cookie-free future and how to prepare.

B2B marketers interviewed by Stirista are concerned about the impact of cookieless solutions on data integration.

According to data collected in the “Access B2B Survey Topline Report”, digital marketing and advertising executives at the largest North American B2B companies are somewhat (32%) or very (10%) concerned about the potential impacts of the lack of cookies.

Overall, 4 in 10 of the 225 respondents believe that changes to cookie-free solutions could negatively impact their data integration and audience targeting strategies. This data confirms the concerns of marketing leaders regarding the uncertainty surrounding changes in privacy regulations.

Discontinuation of Third-Party Cookies

Since 2020, Google has been testing changes to improve the user argentina whatsapp data experience regarding data privacy.

The announcement about the discontinuation of third-party cookies, scheduled for 2023, and the efforts to develop tools that “replace” this data, are some of the actions carried out by the search engine, with the aim of delivering an online experience with more privacy.

However, such measures bring a new scenario for digital marketing professionals, as they completely transform the way advertisers and agencies segment their digital actions, especially their ads.

After all, it is through tracking carried out by cookies that consumer behavior and interests are identified, to send personalized messages, following the audience's interests.

The changes that businesses will have to make to adapt to a world without third-party cookies have impacted digital integration practices in a number of ways, from the availability of third-party data to the attributes available for audience targeting.

The executives interviewed estimate that the areas most impacted by the discontinuation of cookies are:

website analysis (87%);
targeted advertising (76%);
data integrations (67%).
Now, when evaluating new marketing tools, executives (71%) are more committed to finding solutions that don’t rely on cookies.

How Professionals Intend to Act

In addition to the search for solutions that are less dependent on cookies, data from another survey, conducted by Mediaocean, shows that 6 in 10 (57%) global advertisers believe that one of the most important technological innovations for 2022 would be to improve measurement focused on cookie-free methods.

Among the improvements cited, the most notable is the use of first-party data and integrated media planning and execution. Respondents expect these marketing technology innovations to alleviate concerns about measuring results without third-party cookies.

Despite these concerns, few professionals interviewed by Stirista are investing in digital data integration to support targeting using their first-party data, with just 3 in 10 saying they have turned to such a provider.

One of the explanations for the low adoption of this strategy, even with the end of cookies getting closer, can be found in the report produced by Ascend2, where only 29% of marketing professionals agree that they have enough data to make effective decisions.

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