51% of Marketers Still Consider Third-Party Cookies to Be ‘Very Important’

As third-party cookies begin to be phased out, new research shows that many marketers are still heavily relying on them to personalize the customer experience.

Innovid recently published an infographic titled, “Reconciling Views on Identity Resolution,” and statistics showed that the majority of marketers (51%) still claim that third-party cookies are “very important” to their current marketing strategy. This indicates that it makes up a majority of the data that their company leverages. Thirty-two percent said that these cookies are still “somewhat important.”

This being said, 84% of marketers are now worried about the future of advertising to customers as third-party cookies are phased out. About 35% believe that this will ultimately impact their targeting and measurement, as 83% of marketers are currently using third-party cookies.

Marketers’ Utilization of First-Party Data

As marketers continue to heavily rely on third-party cookies, previous research indicates that they are still struggling to unlock the full potential of first-party data.

MightyHive conducted “The Data-Confident Marketer” report, and statistics suggested that less than one in 20 marketers believe that they have tapped into more than 80% of their first-party data potential. Specifically, most claim that they have only leveraged between 21% and 40% of their first-party data potential.

In general, most marketers (56%) are only “somewhat confident” that their first-party data can deliver a strong return-on-investment. About 40% claimed they were “very confident,” while 3% said they were “not very confident.”

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— Silvina El Baba, Senior Manager, Web Marketing, EFI

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