Thursday, June 8, 2023

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    Why identity, as a valuable marketing tool, is at a turning point, per new report

    A survey out today of 1,000 agency and marketing execs shows a majority believe user tracking will soon become obsolete, but only 40% are familiar with non-cookie based options.

    According to the survey, conducted by Ogury — one of the more aggressive ad-tech firms trying to cement its place in a cookie-less future — and IT market research firm IDC, 32% of respondents said they will change the type of ad-tech supplier(s) they are working with. Among them, 64% stated they will increase budgets toward suppliers that don’t rely on third-party cookies or any personal data collection.

    Yet, 41% of all respondents are only moderately, or not at all, familiar with non-cookie-based targeting methods.

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