Most marketers in Singapore fear loss of cookies could reduce revenue by 25%

Data solutions provider Lotame surveyed 200 marketers and publishers to find how most of the latter expect a reduction in workforce due to third-party cookie deprecation.

Why it matters

Ever since Google announced that third-party cookies are on their way out, a lot has been discussed about the impact of the development. While most believe one would only learn about the true effect with time, it wouldn’t hurt the marketer to be prepared for the eventual outcome.

Key findings

Lotame, a data solutions provider, has released part two of its “Beyond the Cookie” report; the first part – Beyond the Cookie: The Future of Advertising for Marketers and Publishers – was released in February. While the first part of the report looked into how organisations are planning for the third-party cookie phaseout, the second – Beyond the Cookie: Identity Solution Adoption and Testing Among Marketers and Publishers – evaluates identity solution adoption amid the data privacy changes that are reshaping the open web.

A total of 200 Singapore-based senior decision makers in digital media and marketing were surveyed in September 2021 to arrive at the findings, some of which include:

• 57% of marketers believe loss of cookies will reduce ad-targeting opportunities. Over two-thirds (66%) expect a 10-25% drop of revenue.
• Nearly 60% of publishers expect workforce reductions.
• The primary reason for 59% of marketers to adopt new identity solutions is to support audience targeting, while 64% of publishers cited data privacy as the top reason.
• On the optimal number of ID solutions, 36% of marketers are open to using any number, 35% of publishers said two, and 30% said three.
• On Google’s decision to delay the end of third-party cookies, 55% said they are glad they have more time to prepare, 42% expected the delay, while 39% are suspicious of the reason behind it.
• Reacting to Apple’s Privacy Relay, 53% of the respondents said they are concerned about their ability to monetise their email channel, while 43% are concerned about the impact on email hash identifiers.
• Email-based identity solutions is the most popular choice among the types of ID solutions marketers and publishers are planning to test in the next six months to one year followed by contextual (44%), cohorts (33%), and probabilistic (27%).

Key quote

Luke Dickens, managing director – ANZ, Lotame says, “Digital advertising is changing, and identity solutions will be part of that new future. Addressability and connectivity are at greatest threat in the post-cookie world. Testing identity solutions now can not only soften the blow of a cookie-less landscape, but future-proof a business’s ability to connect with consumers in meaningful and respectful ways.”

Sourced from Lotame