‘Considerably Less Ready’: Marketers’ Post-Cookie Preparedness Has Dropped By 23% Since 2022


The digital marketing landscape is on the cusp of a significant transformation with the impending demise of third-party cookies. As the industry prepares for a cookie-less future, a recent survey has revealed a concerning trend: marketers’ post-cookie preparedness has dropped by a staggering 23% since 2022.

The findings suggest that marketers are becoming increasingly uncertain about their ability to adapt to the new reality, where traditional tracking and targeting methods will no longer be effective. This decline in preparedness is a cause for concern, as it may lead to a loss of competitiveness and revenue for businesses that fail to adapt.

The Cookie Conundrum

Third-party cookies have long been the cornerstone of digital marketing, enabling advertisers to track user behavior, target specific audiences, and measure campaign effectiveness. However, growing concerns over data privacy and security have led to the phasing out of these cookies. Google’s announcement to eliminate third-party cookies from its Chrome browser by 2024 has accelerated the need for marketers to find alternative solutions.

The Preparedness Gap

The survey, which polled over 1,000 marketers across various industries, revealed a significant gap between marketers’ perceived readiness and their actual preparedness for a post-cookie world. While 60% of marketers claimed to be “very” or “somewhat” prepared for the cookie-less future in 2022, this number has dropped to just 37% in 2023.

The decline in preparedness can be attributed to several factors, including:

1. Lack of understanding: Many marketers still struggle to comprehend the implications of a cookie-less world and the alternative solutions available.
2. Insufficient resources: Marketers may not have the necessary budget, talent, or technology to invest in new solutions and strategies.
3. Competing priorities: With the ever-changing digital landscape, marketers may be prioritizing other initiatives over post-cookie preparedness.

The Consequences of Unpreparedness

The consequences of failing to adapt to a cookie-less world can be severe. Marketers who are unprepared may face:

1. Reduced targeting capabilities: Inability to target specific audiences, leading to decreased campaign effectiveness.
2. Decreased revenue: Loss of revenue due to reduced targeting capabilities and inefficient ad spend.
3. Competitive disadvantage: Failure to adapt may lead to a competitive disadvantage, as more agile marketers capitalize on new opportunities.

The Path Forward

While the decline in preparedness is concerning, it’s not too late for marketers to take action. To thrive in a post-cookie world, marketers must:

1. Educate themselves: Stay up-to-date with the latest developments and alternative solutions.
2. Invest in new technologies: Explore and invest in solutions that enable first-party data collection, such as customer data platforms (CDPs) and data management platforms (DMPs).
3. Develop new strategies: Focus on building strong, consent-based relationships with customers and leveraging contextual targeting and other cookie-less approaches.

The clock is ticking, and marketers must take immediate action to address the preparedness gap. By doing so, they can ensure a seamless transition to a cookie-less world and maintain their competitive edge in the ever-evolving digital landscape.


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