Majority of brands in APAC still addicted to cookies: Adobe
New research from Adobe has found that the majority of of Asia Pacific brands still rely heavily on third-party cookies, despite the upcoming demise.
The research shows that ambiguity over cookie deprecation is causing confusion and, hence, 76% of Australian and New Zealand brands included in the study still rely heavily on third-party cookies.
The global survey of more than 2,600 marketing and consumer experience leaders included 656 APAC respondents.
Although the third-party cookie demise is on the horizon, 52% of APAC leaders surveyed still spend at least half of their marketing budgets on cookie-based activations – and 79% plan to increase spending on cookie-dependent activations this year.
A majority of leaders in the region (81%) rely heavily on third-party cookies due to the perception that they are “very effective”, while almost a quarter (23%) of respondents surveyed in Australia believe that third-party cookies aren’t going anywhere.
According to the research, APAC leaders expect the end of third-party cookies to hurt their businesses, in some cases profoundly: 34% said it would “devastate” their businesses, 21% anticipate significant harm, and 25% predict a moderate negative impact.
Of leaders surveyed in Australia a third expect the impact to be “devastating”, while nearly a quarter cite impacts from cookie deprecation as “significant”. Over half of leaders (56%) in Australia say they can’t get the resources necessary to evolve marketing strategies to be less reliant on third-party cookies.
“Companies that aren’t diversifying their strategies are leaving money on the table today, and hurting their chances of gaining competitive advantages in the future,” said Gabbi Stubbs, APAC product marketing and strategy, Adobe. “While a wholesale change in strategy takes commitment and long-term investment, the benefits are undeniable across all currencies that matter—from customer loyalty and satisfaction to a better bottom line.”
While many companies are now on the path to abandoning cookies, just over a third (38%) are not. Some say they’re not changing out of a perceived lack of urgency. Others plan to change but are delaying preparations.
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Olivia Kruimel is the managing editor at Mumbrella. She has more than 15 years of experience in journalism, communications and marketing. Her journalism career began at Fairfax Media (now part of Nine) and includes various B2B publications such as B&T, Travel Today and ALB. As a marketer Olivia has worked for Standard Chartered and various global law firms.
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