Marketers focus on post-cookie identity, cross-channel understanding

A new report from the omnichannel advertising platform Mediaocean, shows that marketers are focused on the problem of demonstrating effectiveness at a time of profound change in the tech underpinning digital advertising – but some need to get up to speed quickly.

Why it matters

While there is some optimism that the solutions and improvements – non-cookie measurement methods and refinements in integrated media planning – marketers are clearly preparing for a world beyond the cookie with 60% of the 600+ sample of global marketers expressing confidence in the industry’s new solutions.

Terrifyingly, 11% reported having “no idea what’s going on.” For some guidance, here’s what Nestle is doing. Here’s a broader guide on the post-cookie world.

The statistics

Biggest concerns:

• 24% cited a “decline in ability to measure effectiveness on tech platforms and open web”.
• 21% referenced “talent retention and access to expertise,” making finding the right people and teams.
• 16% cited “lack of preparedness for a cookieless future”.

Other insights indicate the following new spending priorities:

• 60% report increasing budgets for connected TV.
• 70% increasing spend on digital display and video (big category there).
• 72% plan to grow social budgets.

Sourced from Mediaocean, WARC. [Image: Mediaocean]