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While Google only began phasing out third-party cookies in January, some people had been freaking out about it long before: 40% of marketers Adobe surveyed in 2022 who said the cookie phaseout would hurt their businesses thought it would cause \u201csignificant harm or devastation.\u201d<\/p>\n
Several months later, marketers are still trying to adjust to the new ad tech landscape. It\u2019s being reshaped by not only the decrease in cookies, but also by the effects of generative AI and expected higher demand for content, according to a survey of 2,800 marketers Adobe released this week (having recently debuted its own GenAI tools.) While marketers now say they\u2019re less concerned about the cookie phaseout, many say they don\u2019t have the structure in place to adapt, according to Adobe.<\/p>\n
\u201cBrands are struggling to build a strong data foundation beyond third-party cookies, and risk hurting their business,\u201d Adobe found.<\/p>\n
Shake it up<\/h2>\n
Almost half of companies globally (49%) still \u201cdepend heavily\u201d on third-party cookies; the travel, technology, public sector, and financial services industries are the most dependent, according to the report. That\u2019s a drop from 75% in 2022.<\/p>\n
Company spend on activations that use cookie-based targeting has also nosedived since 2022: While in 2024, 28% of companies surveyed indicated they spend 50% or more of their budgets on those activations, in 2022 that number was 45%.<\/p>\n
Nearly two in five (37%) \u201csaid the accelerated deprecation\u2026negatively impacted their ability to track, target, and measure.\u201d More than half (53%) felt that cookie deprecation would have \u201clittle to no impact\u201d on them, or thought that \u201ccookies will never go away completely.\u201d<\/p>\n
While marketers had different feelings on the impact of the cookie breakup, most of their companies are still working to create \u201ca strong first-party data strategy,\u201d according to the report. Only 26% of respondents said their companies have compiled data across their organization \u201cand are producing actionable insights.\u201d A far larger group, 65%, are still working to get to that point. One in 10 respondents said their companies have trouble bringing data together.<\/p>\n
At the same time businesses are building out their data foundations as cookies deprecate, consumer demand for personalized content is growing; without that foundation, companies may struggle to attract and retain users, according to Adobe. Of those surveyed, 83% have seen a growth in content demand over the last two years, and 64% expected that demand to grow at least 5x in the next two years.<\/p>\n<\/div>\n
Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Get marketing news you’ll actually want to read Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides. While Google only began phasing out third-party cookies in January, some people had been freaking out about it long before: […]<\/p>\n","protected":false},"author":1,"featured_media":21325,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-21324","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\n
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