A recent report by LiveIntent surveyed 200 senior marketers and publishers.
With Google planning to eliminate third-party cookies by 2020, 79% marketers and publishers are still primarily dependent on third-party cookies for audience identity. 39% of respondents currently don’t have a plan ready for cookie-less advertising.
While 48% have a plan, they have no confidence in it. Of those surveyed, 52% would need another year to find “another solution”. Marketers finding replacements for third-party cookies say email addresses (29%), first-party data gathered by publishers (25%) are the most important digital assets.
22% also reported using Trade Desk’s Universal ID 2.0. 64% participants are “somewhat concerned” about advertising’s future without third-party cookies. However, The New York Times and Vox have already reinforced data offerings, and Google is working towards maintaining the possibility of targeted advertising.
[2 minute read]