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.

28% planned to begin using an identity graph solution to map audiences in the next six months, with 26% to implement one within the next year. Only 16% of marketers believe one identity solution will suffice to replace third-party data.

21% of marketers and publishers said budget was a key constraint for implementing a solution.

When it came to the contextual targeting to reach desired customers, 75% of marketers said it wasn’t a sufficient replacement for audience targeting and 18% expressed zero confidence in the tactic.

Lotame managing director – ANZ, Luke Dickens, said marketers and publishers need to work together on a variety of options.

“As the industry grows closer to the third-party cookie phaseout, brands and publishers are in urgent need of privacy friendly, people-based tools to understand and engage audiences at scale.”

“What’s telling is that marketers know interoperability is key, which speaks to the need for options. Driving growth and value across the ecosystem is one of the reasons we developed our interoperable Panorama ID.

“Context is critical but it’s not the only piece of the puzzle and our study shows that. To enable relevant, responsible, and resilient advertising on an individual level, both marketers and publishers need to work together on a variety of options to meet diverse consumer journey touch points.”

Marketers also remain concerned over the accuracy of their first-party data assets, with 46% of marketers saying siloed data is a roadblock. Meanwhile 44% rely on supplemental data and 43% said they don’t have enough data to scale.

To enrich their first-party data, 50% are using marketer data, 44% are using survey and panel data, and 38% used third-party data from reputable vendors.

Dickens added: “Data enrichment is still front and centre for marketers and publishers as our findings reveal.

“With fast-changing consumer behaviours and shifting lifestyle choices — especially amidst COVID-19 — marketers and publishers need to enrich their data to scale and engage with customers meaningfully.

“An enriched identity solution like Panorama ID is advantageous for marketers in search of consumers and for a publisher’s ability to make more of their audiences addressable.”

Lotame launched its Panorama ID enriched global solution bringing identity to open web traffic in October.


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