The majority of senior marketers support continued use of third-party cookies
It’s no secret that businesses thrive on data, and Google’s decision to continue supporting third-party cookies on Chrome has been widely applauded by marketers. With 70% of senior marketers backing the move, it’s clear these cookies remain indispensable for automated ad buying and precise targeting. They’ve been a reliable tool for years, helping businesses to connect with their audience effectively. Nearly every business, 99%, relies on them in some capacity today.
Yet, the world is shifting. Consumers are increasingly wary of how their data is collected and used. Research shows 38% of UK consumers plan to opt out of tracking when Chrome introduces its single opt-in feature. This introduces a pressing dichotomy: marketers leaning on cookies for performance versus consumers pushing back on privacy grounds. It’s not a minor adjustment, it’s a reshaping of how trust and technology will interact in the years ahead.
Consumers demand greater data control and transparency
Consumers expect a seat at the table when it comes to their data. 33% want explicit control over what information they share and for what purposes. Transparency is equally important, with 30% of respondents demanding clarity about how their data is used.
Here’s the catch: people aren’t entirely opposed to sharing data, but they expect something valuable in return. Tangible rewards top the list, with 28.5% citing points or perks as their preferred exchange. Personalized recommendations come next at 27.7%, while special offers appeal to 23%. This signals a clear trend: give users a reason to trust you, and they’ll engage.
The numbers, however, don’t lie, 38% of consumers still plan to opt out of third-party tracking. That’s a wake-up call for businesses clinging to outdated practices. The current model is losing ground, and the need to align with consumer expectations is no longer optional.
Marketers anticipate disruption due to the decline of third-party cookies
The clock is ticking for third-party cookies, and marketers are bracing for change. Research reveals 61% expect their digital strategies to shift by 2025. This is particularly pronounced in the retail sector, where 70% foresee disruptions compared to 52% of CPG marketers. Why the disparity? Retailers rely heavily on cookies to fine-tune targeting and drive conversions.
Losing this capability is a hit to the bottom line. Rising customer acquisition costs are a shared concern among businesses, as the precision offered by cookies fades. Google’s temporary extension is a relief for now, but it’s not a solution. Businesses must start planning for a future where relying on third-party data is a liability, not an asset.
Businesses face challenges transitioning to first-party data strategies
Here’s the hard truth: while most businesses recognize the need to transition to first-party data, the road ahead is anything but smooth. A solid 94% of businesses are preparing for this shift, and 79% have already started implementing alternatives. But optimism fades when execution comes into play, only 8% of senior leaders feel confident they’re fully ready.
Persuading users to share their data is a top hurdle, with 35% of businesses reporting struggles in this area. Then comes the technical side, 14% cite difficulties integrating first-party data with CRM systems, a key step for personalization. Even with investments in data collection technologies, many businesses hit a wall when it comes to execution and meaningful user engagement. The gap between ambition and capability is stark.
Shift toward customer retention and identity-based strategies
The rising cost of acquiring new customers has forced businesses to reconsider their priorities. Instead of chasing broader audiences, the focus is shifting to retaining and deepening relationships with existing customers. This is where identity-based strategies take center stage. They help businesses to understand their customers better and engage with them more meaningfully.
Dom Selvon, CTO at Apply Digital, aptly points out that identity-focused methods have the potential to reshape the internet, rivaling the transformative impact of AI. Yet, fragmented data remains a persistent issue. When data isn’t unified, businesses struggle to deliver the personalized experiences that customers expect. It’s a challenge, but one worth tackling head-on.
Key takeaways
The future of your brand hinges on a fundamental question: Are you ready to adapt to a world where trust, personalization, and data transparency define success? It’s not just about keeping up with technology; it’s about redefining the relationship between your business and your customers.
How will you evolve in order to thrive in a market where customers demand control, and fragmented strategies won’t cut it? Think boldly, act decisively, and remember, what you do could shape the trust and loyalty of tomorrow. The question isn’t whether change is coming; it’s whether you’re ready to lead it.
