Cookie Deprecation Looms: Over 40% of Advertisers Unprepared for Post-Cookie Era, Reveals IDC Study

according to 国际数据公司 and summarize by Insider Intelligence ,

?Over half (53%) of executives worldwide say their leading concern regarding their digital advertising strategy is being able to reach target audiences effectively at scale, per IDC.

Given the imminent sunset of third-party cookies, marketers face the challenge of finding alternative solutions for targeted advertising while respecting user privacy.

Arielle Feger in here article: "A marketer’s guide to emerging identity solutions"

explained some of the latest identity solutions available

• Cohort-based solutions offer targeted ads without relying on cookies, but concerns remain about granularity and opt-out limitations.
• Universal IDs provide accurate user tracking but require opt-in and industry-wide agreement.
• Seller-defined audiences enable standardized targeting but lack proven results and may require customized taxonomies.
• Data clean rooms offer privacy-friendly analysis but lack universal standards.

A summary of the different emerging solutions: a better resolution here

Moving ahead

Companies should initiate different task forces as solutions will undoubtedly combine the above solutions; your priorities should also be to develop user consent strategies, refine/update your defined audiences with customized taxonomies, and evaluate relevant data clean room solutions.

These actions aim to navigate the changing landscape while prioritizing privacy and delivering effective targeted advertising.

sources:

Audience targeting weighs most on executives’ minds as cookieless future looms

A marketer’s guide to emerging identity solutions

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