Just 18% of marketers have a post-cookies identity solution ready
Over a year after Google announced plans to phase out third-party cookies, only 18% of Australian marketers and publishers have an identity solution in place for a world beyond cookies.
The findings come from a report compiled by data management platform Lotame titled ‘Beyond the Cookie: The Future of Advertising for Marketers & Publishers’, which examines how digital publishers and brands are addressing consumer engagement in the post-cookie landscape.
The report polled 200 senior marketers and publishers from around the country, and found that over 60% favour using multiple identity solutions, despite less than one in five having a solution in place at this stage.
