39% of creatives feel moving away from third-party cookies would have a “highly positive” impact

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 30, 2020, 8:30 AM UTC

A research by Mymyne surveyed 100 senior marketing professionals.

This article cites a study by Mymyne which found that 39% of marketing professionals in creative roles consider Google’s move away from third-party cookies to have a “highly positive” impact. However, 25% of believe it will be contract to that.

Only 13% of ad executives are expecting the impact to be positive. When asked about alternatives, 43% of the ad execs would opt for server-side cookie-based networks. For 31% of creatives, first-party data is the preferred choice as it can help build closer relationships with consumers.

48% of respondents state they would sign up for Google’s Privacy Sandbox. Creatives were also more confident about their knowledge of how their companies used third-party data, compared to ad execs.

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