Overview
Epsilon – Research Summary
Marketers Still Aren’t Ready for a World Without Cookies.
2020 was the year of seeing online identifiers fade away. In January that year, Google announced its phasing out of third-party cookies (3PCs) in Chrome. In June 2021, Apple made a similar announcement about changes coming to IDFA.
Google and Apple claim that identifier deprecation is about honouring consumer privacy. But it’s also true that these companies’ moves personally benefit them, because their direct customer relationships will keep them relatively unaffected while many other identity solutions are weakened. These moves are disrupting the industry, sending AdTech companies, agencies and publishers scrambling.
So how do marketers feel about these changes? What are they doing to prepare?
While Digital marketers analysed technologies, extended deadlines and put strategies in place, the research revealed that 54% say they are only somewhat or not very prepared for the new digital advertising reality. In addition, seven out of 10 believe that privacy-centric targeting is sending digital advertising in the wrong direction.
Research methodology
In partnership with Phronesis Partners Inc., Epsilon conducted an online survey of 259 U.S. marketers who are key decision-makers or influencers for digital advertising in their organisations across the retail, financial services, CPG, restaurants and travel industries. The survey ran from August 26 through September 15, 2020. Respondents were screened to be at least “somewhat familiar” with the deprecation of third-party cookies.
