Most marketers welcome the withdrawal of third-party cookies

A box of chocolate chip cookies.
Most marketers welcome the withdrawal of third-party cookies

As many as 78% of UK senior marketers believe that the final withdrawal will have a positive impact on their advertising strategy. 

This is according to a study by data connectivity platform LiveRamp, in collaboration with research company, Censuswide, which examined how UK brands are preparing for the withdrawal. When asked how it will affect their future advertising strategies, respondents cited anticipating improvements in audience targeting, reaching audiences at scale, frequency capping and measurement. 

Given the high levels of optimism about the future, when asked what alternative advertising strategies and solutions the respondents would be looking to implement, diversifying formats and channels (49%), first-party authenticated data (45%), identity solutions (43%) and contextual targeting (41%) were the most popular responses.

Direct contact

In positive news for publishers, the research has revealed brands are looking for more direct contact with them, with 85% of respondents believing that their brand would benefit from a closer relationship with their key target publishers. When asked what publishers could do to help convince them to run more campaigns, a compelling value exchange (53%), new consumer-centric or engagement-based metrics (48%), working with trusted identity partners (46%) and increasing their percentage of first-party authenticated data (43%), were cited as of high importance. 

The loss of third-party cookies and mobile identifiers for ad inventory across paid channels means advertisers will be eager to explore new ways to maintain their reach levels and engage high-value audiences. Interestingly, marketers also revealed they would be willing to pay more for media and identity data. Results from Microsoft Advertising show CPMs alone increased by over 40% with LiveRamp’s Authenticated Traffic Solution (ATS), while FitBit achieved 2X higher ROAS, proving the power and value of advertising without cookies. As a result, publishers without a solution to monetise their audiences could miss out on substantial programmatic ad revenue. 

Tim Geenen, MD, Addressability Europe, LiveRamp said: “Our research highlights that marketers have already thought through the implications of the digital ad industry’s shift towards greater respect for consumer privacy and the available solutions. The publisher community, by comparison, currently risks falling behind.

“At LiveRamp, we believe that optimising the value of authenticated first-party data will be a key factor in the future success of publishers. And the good news for publishers is that, according to our research, more direct contact with publishers is exactly what marketers are looking for. The opportunity available to publishers is real. It’s time to act.”

The research took place in April 2021 and surveyed 251 UK-based senior marketing professionals. 

Tags:

View Comments
Leave a comment

Leave a Reply

Your email address will not be published. Required fields are marked *