SHARE Cookies are definitely on the decline. If in company mailing list 2020 its scope was still 82%, this figure will be reduced this year to just 72%. What will targeting be like in times to come? What alternatives to third-party cookies are particularly spreading the wings these days? What is the best company mailing list method marketers can adopt to collect first-party data? A recent study carried out in Germany by Annalect provides answers to these and other questions. To carry out this report , the Omnicom Media Group subsidiary has put 13 data providers company mailing list and DSPs under scrutiny and has also evaluated more than 6,000 million advertising impressions in the programmatic buying ecosystem.
From the research undertaken by Annalect it follows that cookies company mailing list are definitely on the decline . If in 2020 its scope was still 82%, this figure will be reduced this year to just 72%. In 2021, 18% of targeting will be carried out using mobile identifiers, compared to 16% the previous year. For its part, the company mailing list «share» of «login data» will grow from 1% to 9% over the next twelve months . It seems, in this sense, more than evident that the marketing industry has finally come to terms with the idea that cookies are doomed to die. Not surprisingly, Google company mailing list plans to block the once ubiquitous third-party cookies in its Chrome browser in early 2022.
And this block will mean the de facto demise of the company mailing list controversial cookies. Reliance on cookies is stronger in some industries than others In its study, Annalect also individually examined seven different sectors (automotive, FMCG, B2B, retail, "tech & durables", finance and insurance, and media and company mailing list entertainment) and very interesting trends can be inferred from its analysis. The proportion of personal information rooted in "login data" will double, for example, from 5% to 11% over the next few months in the FMCG industry , where "mobile company mailing list advertising IDs" (MAIDs) will also increase from 3% to 9%. In this sector, contextual targeting will also jump from 4% to 10%.