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Advertiser Survival Guide for the End of the Cookie Era
It’s the year of the cookie and while we’ve had plenty of time to prepare for what we are calling the “end of the cookie era”, it feels like marketers still aren’t ready.
And it turns out it feels that way because well, they aren’t. According to Martech, 75% of marketers still rely heavily on cookies and another 64% plan to increase their spending on cookie-based activations this year.
It may seem kind of backwards, relying on a technology that’s being phased out, but the reality is that marketers need ad platforms for leads, customers, sales, and revenue.
That isn’t going to change.
What is going to change (and already has) is the ability to measure campaigns effectively, allocate budgets appropriately, and reach the right people in the right places.
The bad news is i...