{"id":24391,"date":"2023-08-17T08:48:00","date_gmt":"2023-08-17T08:48:00","guid":{"rendered":"https:\/\/corvidae.ai\/?p=24391"},"modified":"2023-10-17T09:55:18","modified_gmt":"2023-10-17T09:55:18","slug":"what-does-life-after-third-party-cookies-look-like","status":"publish","type":"post","link":"https:\/\/corvidae.ai\/blog\/what-does-life-after-third-party-cookies-look-like\/","title":{"rendered":"What Does Life After Third-Party Cookies Look Like?"},"content":{"rendered":"\n
With the deadline looming for the removal of third-party cookies, marketers are busily reviewing their analytics options to ensure they have a solution in place ahead of time.<\/p>\n\n\n\n
But how aware are they of the implications of the change? And what sort of progress are they making as the clock ticks down?<\/p>\n\n\n\n
In our survey Marketing in the Cookieless Future<\/a> we decided to find out by exploring:<\/p>\n\n\n\n Get your copy of Marketing in the Cookieless Future >><\/a><\/strong><\/p>\n\n\n\n Ahead of a review of the main highlights of the survey<\/a>, we take a quick look at the key aspects of Google\u2019s plans for the removal of cookies as follows:<\/p>\n\n\n\n That sets the scene for us \u2013 but what did our survey<\/a> tell us about how marketers are responding to the situation?<\/p>\n\n\n\n There is little doubt that marketers know they need to remove reliance on Google, despite its dominance.<\/p>\n\n\n\n And our survey has uncovered that 67% of them are clearly exploring their options outside of Chrome-based ad solutions. A figure that jumps up to 81% when we look at Ecommerce Directors alone and which might reflect their close proximity to the commercial realities within their businesses.<\/p>\n\n\n\n And when we dig a little deeper on their intentions for switching activity away from search and social \u2013 an overwhelming 84%<\/strong> are indicating that they are looking to move budget into alternative ad spend areas<\/strong>.<\/p>\n\n\n\n So where is this spend going? Here are the highlights:<\/p>\n\n\n\n The challenge for brands is that this represents a lot of emerging new ad silos. <\/p>\n\n\n\n Silos that need connected attribution and highly accurate cookie-free measurement<\/a> to ensure that marketers are able to take advantage of some of the cheaper opportunities – while auction volumes are low in these media categories.<\/p>\n\n\n\n The key consideration for brands in the cookieless future<\/a> is that effective attribution is essential to unify performance right across your media mix. <\/p>\n\n\n\n And it needs to be cookieless<\/a>. <\/p>\n\n\n\n
The state of play on the plan for ending third-party cookies<\/h2>\n\n\n\n
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67% of marketers are exploring marketing options outside Chrome as cookies die<\/h2>\n\n\n\n
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Sadly, only 64% of marketers use sophisticated attribution models<\/h2>\n\n\n\n