With third-party cookies facing extinction, British marketers look beyond

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 26, 2021, 3:17 PM UTC

A Criteo study has revealed that marketers in the UK may have grown to be better prepared for the cookie exit.

According to the survey, 37% of the respondents feel hopeful at Google’s decision to delay the third-party cookie phase-out until 2023. Another 23% feel determined, while 20% of them said they feel unconcerned.

Similarly, 66% of marketers say more than half of their digital marketing runs without any dependence on third-party cookies. Notably, 14% of the respondents claim only three-quarters of their digital marketing relies on third-party cookies. The report notes that 77% of the marketers had started testing alternatives to channels dependent on third-party cookies before the announcement.

In order to enrich their first-party data, 43% are using external partners, 40% are relying on contextual targeting, and 39% are opting for aggregate panel data. 75% of the respondents rely on tech and agency partners to help them manage data deprecation.

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