Survey of 200 US marketers and publishers also finds desire to use multiple IDs
New York, NY – (November 4, 2021) – Lotame (www.lotame.com), the only flexible data solutions provider to future proof connectivity and drive performance across all screens, today announced findings from part two of its “Beyond the Cookie” report.
Part one, “Beyond the Cookie: The Future of Advertising for Marketers and Publishers,” was released in February and examined how organizations are beginning to plan for the phase out of third-party cookies. For part two, “Beyond the Cookie: Identity Solution Adoption & Testing Among Marketers and Publishers,” Lotame surveyed 200 U.S. senior decision-makers in digital media and marketing to evaluate identity solution adoption amid the flurry of data privacy changes reshaping the open web. Respondents were polled in September 2021, after Google revealed another delay to deprecating third-party cookies to 2023.
Key findings from the report include:
“A cookieless future is closer on the horizon and whether or not the industry ‘feels prepared,’ the end result is inevitable,” said Andy Monfried, Founder & CEO of Lotame. “Digital advertising is changing, and identity solutions will be part of that new future. Addressability and connectivity are at greatest threat in the post-cookie world. Testing identity solutions now can not only soften the blow of a cookieless landscape but future proof a business’s ability to connect with consumers in meaningful and respectful ways.”
In October 2020, Lotame launched Lotame Panorama ID, the only enriched, privacy-first global solution bringing identity to open web traffic. As the delivery mechanism for an extraordinary depth of rich, pseudonymized data, the average Panorama ID carries 200+ behavioral attributes.
Access the global report here, or complete the form below.