NEWS1 September 2022

CMOs ‘unprepared for the end of third-party cookies’

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UK – Nearly 50 per cent of UK and US chief marketing officers (CMOs) do not feel well prepared for the end of third-party cookies, according to new research.

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The research by communications outfit Iterable surveyed 500 senior marketers on a range of issues impacting marketing leaders.

The phasing out of third-party cookies, which track users’ internet activity, has meant that advertisers must look at alternative strategies of targeting.

Other findings in the research are that CMOs have an “overwhelming” lack of confidence in knowing how each of their customers feels about their brand at this moment.

Nearly seven in ten ( 67 per cent) top marketers felt that customer experience and trustworthy relationships will be the most important thing for customers in the next 12 months while they also believe the main impediment to achieving marketing goals is the ever-changing compliance and regulations around customer data.

Nearly half ( 46 per cent) of CMOs point to resource constraints with staff as a major impediment to their company achieving their marketing goals while 33 per cent of UK CMOs think their ability to deliver responsive experiences is lacking.