Impact & Perceptions of A Privacy-First Digital Era
Recent policy changes to third-party cookie tracking have led to a new ‘privacy-first’ digital era. Marketers are revisiting and adjusting their digital marketing strategy to comply with these changes. How have these changes already impacted marketing strategy, and how are marketers adapting?
Want more insights like these?
Join our community
No selling.
No recruiting.
No self promotion.
More like this
Single Sign-On (SSO): Advantages and Disadvantages
View insights
Cyber Risk Quantification (CRQ): Adoption And Impacts
View insights
AI Ethics in Business
View insightsOne minute insights:
Over three-quarters of marketing leaders say the move to cookie-less will completely disrupt their digital advertising
Audience segmentation and conversion tracking will be the areas of digital marketing most affected by the change
Marketing leaders are exploring server-side tracking, contextual advertising and other alternative strategies to adapt
The move to cookie-less has completely changed digital marketing
Over three-quarters (76%) of marketing leaders report the change to a cookie-less internet will completely disrupt their organization’s digital advertising.
In your opinion, how disruptive will a privacy-first/cookie-less internet be to your organization’s digital advertising efforts?
It won’t disrupt our digital advertising at all 0%
n = 50
Please join or sign in to view more content.
By joining the Peer Community, you'll get:
- Peer Discussions and Polls
- One-Minute Insights
- Connect with like-minded individuals
Question: In your opinion, how should your organization be adapting today to get ahead on privacy-first advertising?
Adding advertising content that does not compromise the privacy of our company or any of our employees... [It] is important to generate quality content without compromising privacy, we have to generate content that does not compromise us at all.
Segmenting audiences and personalizing content will be most affected
Audience segmentation (82%), conversion tracking (64%) and organic content personalization (62%) are the areas of digital advertising strategy marketing leaders say will be most affected by the move to a cookie-less internet.
What aspects of your organization’s digital advertising will be most affected by the move to a cookie-less internet? Select all that apply.
Targeted content personalization 50% | Media purchases 34% | Data collection 28% | Data analysis 16% | None — we won’t be affected 2% | Not sure 0%
n = 50
Question: In your opinion, how should your organization be adapting today to get ahead on privacy-first advertising?
Little by little we have migrated to being able to segment audiences through tracking consent, but it does cost a little if cookies-less were used.
Marketers are exploring multiple alternative digital strategies to get ahead
Server-side tracking (70%) is the most commonly selected alternative strategy marketers report their organization has adopted to replace cookie-based advertising. Contextual advertising (68%), predictive analytics (56%) and first-party data collection (54%) are also commonly selected strategies.
What alternative strategies has your organization adopted to replace cookie-based advertising strategies? Select all that apply.
Data partnerships (i.e., with other organizations) 38% | Cohort-based targeting (e.g., Google’s FLoC) 32% | Consent management platforms 28% | Direct integrations with publishers/media providers 20% | Not sure 2% | None, we won’t be affected by cookie-less 0% | None, but we plan to 0%
n = 50
Question: In your opinion, how should your organization be adapting today to get ahead on privacy-first advertising?
Server to server conversion tracking and cookie consent manager along with contextual targeting.
Automate the process of scanning websites for cookies and generate a tailor-made cookie policy banner to gather user consent.
In their own words...
My organization has started by completely changing the work structure of our marketing team, creating a much more professional marketing team and much more adapted to new alternatives such as the creation of advertising campaigns for an alpha generation audience. Before, we had a team specialized in this.
Cultivate aligned partnerships - As the advertising ecosystem evolves, deeper partnerships built on transparency, shared incentives and contractual data sharing will open up new opportunities not possible working in isolation. I would proactively gauge partnership fit and forge bonds with aligned players across the value chain.
We have to completely change our work methodology to be able to add eye-catching advertising campaigns for that type of audience without affecting the personal information or privacy of each of them, we have to completely change our work methodology
Respondent Breakdown
