claim that the end of third party cookies is a challenge as well as a positive thing.

According to a recent survey, the majority of CMOs believe that losing third-party cookie poses a significant challenge. However, it will also be a positive change.

According to Relay42’s report, “Rethinking digital marketing in a post-cookie era,” 72% of CMOs believe it will be hard to deal with the impending cookiepocalypse. However, 61% say that it will end up being good for business.

Why it matters Google will stop Chrome from using third-party cookies by October next year if it sticks to their schedule. It’s time to invent new methods of digital marketing. The stakes are high and time is running out.

Gartner: Stop focusing on the total customer view

“Apart from the CDP lens perhaps the most dominant perception is uncertainty. Except for Google Analytics 4, which is being used by 45% of respondents, there are no other advertising solutions to deprecate third-party cookie usage that have been adopted by more than 38% or less than 26% of respondents. The narrow range of responses shows that no clear path has been identified,” David Raab said, the founder and CEO at the Customer Data Platform Institute.

Seeing the client. Only 22% said that their technology provides advanced capabilities in providing a single view of the customer. Nearly half (46%) of respondents said that their ability to provide a single customer view was basic or nonexistent.

Methodology. The report is based upon a survey conducted in March and April of 2023 among 319 senior marketers who work for companies that have at least $10m annual revenue. The survey found that two thirds of the companies had revenues exceeding $100 million and under one-third of them exceeded $1 billion. The majority of respondents come from the UK (40%), or the US (39%). Retail (33%) is the most well-represented sector, followed by financial services (19%).

Here is a summary of the report.

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