Marketers are unprepared for a cookieless future

A majority of European marketers appreciate the need to get ready for a future without cookies – now under 12 months away – but a significant proportion feel their company is not prepared, according to IAB Europe. 

Context

• A poll by the industry body (of more than 100 industry professionals, carried out in Q4 2020) found 75% of respondents believe alternatives to third-party cookies are very important or critical; just 13% say it’s not very important.
• Four in ten say their company is not fully prepared, despite the importance attached to finding a solution.

Test and learn 

IAB Europe’s newly updated Guide to the Post-Third-Party Cookie Era notes the amount of innovation taking place around the management of identity and says the industry will not end up with one definitive solution. The Guide sets out to help marketers prepare to test, learn and collaborate on further developments throughout 2021.

Key quote

“Advertisers need new tools and resources to ensure efficient and effective campaign measurement and targeting. This collaborative effort exemplifies how players across the value chain can and should work together to meet the needs of advertisers and consumers alike – fostering a healthy, well-lit ad ecosystem” – David Goddard, Chair of the IAB Europe Programmatic Trading Committee and DoubleVerify Senior Director of Business Development.