Cookies are set to become a thing of the past, according to a recent report released by omnichannel advertising platform Mediaocean, which found that marketers are increasingly focusing on social channels following concerns of a cookie-less future.
The report, which surveyed over 600 industry professionals, found that the issues executives found most pressing were ‘post-cookie identity and cross-channel planning and measurement’.
The findings indicated a growing concern over the advertising industry’s ability to adapt to data privacy requirement in a post-cookie era, with many respondents saying that they were “highly focused on restoring a multi-signal view of digital audiences”.
When asked which marketing tech innovations would have the most impact on the advertising industry in 2022, over a quarter (26%) of respondents cited measurements centred on non-cookie methods such as media mix modelling, federated learning methods and panels.
A further 22% felt that improvements in integrated media planning and execution would have a greater impact.
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Other key findings indicated that the industry’s focus has permanently shifted towards digital channels, with 70% of advertisers increasing their budgets for digital out-of-home and video.
Some 72% of those surveyed saying that they were also increasing their budgets for social advertising, the fastest growing ad sector in terms of spending.
“2021 was an unpredictable year for marketers, while 2022 has some pent-up demand balanced by economic uncertainty. Our research reflects cautious optimism of industry leaders as they try to adapt to fast-paced technological advances,” Mediaocean president, John Nardone said.
“Our survey found 60% of marketers are confident in the viability of cookieless solutions, which is close to what we saw in Q4 2021. It’s encouraging to see that our respondents maintain a positive outlook moving into the second half of the year.”
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