‘Considerably less ready’: Marketers’ post-cookie preparedness has dropped by 23% since 2022
While publishers are attempting to quell marketers’ concerns about the state of the open programmatic ad market, the buy-side is indicating that there are bigger factors at play that are contributing to their lost appetite than just MFA and fraud scares alone.
A study from Adobe (which surveyed 2,841 marketers between Feb. 27 and March 7 in the U.S., Australia, France, Germany, India, Japan and the U.K.) found that fewer marketers are feeling prepared for third-party cookie deprecation than in years prior, with nearly half (49%) of their marketing strategies still reliant on third-party cookies. This is despite the fact that up until April, it looked like Google was finally going to close the cookie jar this year once and for all.
“People are not feeling more ready. They’re feeling considerably less ready than they were two years ago, which is a little bit odd [considering] that people have supposedly had two years to prepare,” said Ryan Fleisch, senior director of product marketing at Adobe.
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Source:: Digiday
