Beyond Cookies And Identifiers, Advertisers Have Limited Awareness Of Options
Some 60% of participants to a recent survey agreed that user tracking will soon become obsolete, but more than 40% are not familiar with targeting technologies other than advertising identifiers.
Ogury, a company focused on personified advertising, commissioned market research firm IDC to conduct a global survey from November 2022 to January 2023 in the Americas, Europe and APAC, polling 1,000 executives and combining quantitative and qualitative in-depth interviews.
Van Valdez, associate research director at IDC, believes that brands and media agencies will require guidance to navigate alternative techniques to cookies.The goal of the study was to gain a perspective and understanding of the future of cookieless digital advertising.
The data shows that 60% of advertisers believe user tracking is a source of reputational risk for brands. Some 56% believe cookies and identifiers represent a threat to user privacy, and 60% know it is only a matter of time before cookies and identifiers disappear.
Full story at MediaPost.
