75% of marketers still rely heavily on third-party cookies

Cookie-based promoting is on its final legs, however not sufficient entrepreneurs have moved on. A full 75% of entrepreneurs nonetheless rely closely on third-party cookies, in response to a brand new Adobe research.

Going within the improper route. Some 45% of entrepreneurs are spending at the least half their budgets on campaigns and different activations primarily based on third-party cookies, in response to the research. The report surveyed 2,667 full-time advertising and buyer expertise leaders within the U.S., Europe, Australia, New Zealand, Japan and India.

Surprisingly, 64% plan to extend their spending on cookie-based activations this yr.

Dig deeper: 3 ways marketers can prepare for a cookieless future

Writing on the wall. The true head-scratcher is what number of entrepreneurs are conscious of the alternatives misplaced when overlooking cookieless environments. Eight-three % say at the least 30% of their market is in environments the place third-party cookies don’t work, the research discovered.

Practically half of firms say over 50% of their potential market is present in cookieless environments like social media platforms and on Apple units.

As a consequence, over three-quarters anticipate the top of third-party cookies will harm their companies, Adobe discovered. Thirty-seven % anticipate a reasonably destructive impression, 23% anticipate important hurt. And 16% of entrepreneurs stated the top of cookies will likely be “devastating” to their companies.

Why we care. To be truthful, entrepreneurs aren’t going all-in on cookieless methods as a result of tech giants like Google are waffling on their phase-out.

Manufacturers ought to take a nuanced strategy with a view to meet their clients the place they’re and whether or not these environments use third-party cookies. However they need to additionally be mindful the spirit of the cookie phaseout, which is constructed round client privateness and belief. Deep relationships with clients are solid by way of intentional information sharing, the place both sides is aware of what the opposite is aware of.