Digiday+ Research: Agencies, brands don’t agree on specific path beyond third-party cookie expiration

first party data

For all the news (and panic) associated with the coming death of the third-party cookie, there has been a flurry of action on the part of agencies and brands to prepare, but very little consensus on what that preparation entails.

Digiday+ Research found in an April survey that the vast majority of agency and brand professionals agree that preparations are underway for Google to sunset third-party cookies at the end of next year. But when asked about how exactly they are preparing, a majority was nowhere to be found.

Of the 146 industry pros surveyed by Digiday, 70% of agency and brand executives said their businesses are busy actively preparing for the end of the third-party cookie.

But when it comes to what specifically agencies and brands are working on to take them beyond third-party cookies, responses to Digiday’s survey were across the board. Among respondents, there was no majority concerning what agencies and brands are working on as a replacement for the third-party cookie.

First-party data, ad tech-built cookie alternatives and contextual targeting did come close: 49% of agency and brand execs said their businesses are investing more in technology to acquire first-party data, 45% plan on using ad tech-built alternatives to the third-party cookie and 45% are spending more on contextual targeting campaigns. Meanwhile, a third of agency and brand execs are looking to second-party data partnerships, Digiday’s research found.

And where does Google’s suggested replacement for third-party cookies – Google Topics – fall in the conversation among agency and brand execs? Among those surveyed by Digiday, more than 40% did not agree or disagree that Google Topics will effectively replace the third-party cookie.

Clearly, industry execs have plenty of drive and options when it comes to charting the path beyond the third-party cookie. But the map for measurement and targeting past the end of next year is far from complete.

https://staging.digiday.com/?p=453687

More in Marketing

What TikTok’s e-commerce launch could mean for marketers and content creators

TikTok has officially launched its new e-commerce platform, TikTok Shop, earlier this month on August 1. Using the new e-commerce platform, brands and creators can sell products directly on the platform, potentially creating new revenue streams, and tap into the short-form video platform’s growing popularity.

‘The influencer industry can be really vile’: Confessions of an influencer marketer on the industry’s unfair hiring practices

While the influencer industry might sound exciting and like it’s full of opportunities, one marketer can vouch for the horrific scenarios that still take place behind the scenes.

Digiday+ Research: Marketers said revenue grew in the last year, with more growth expected ahead

After a tumultuous 12 months, marketers are getting a clear picture of how they really did during a time of true uncertainty. And, as it turns out, it wasn’t all that bad.