Digiday Research: Brands are more worried about the coming cookie changes than agencies

cookie

This research is based on unique data collected from our proprietary audience of publisher, agency, brand and tech insiders. It’s available to Digiday+ members. More from the series →

The looming end of the third-party cookie is likely to turn many facets of the media-buying process upside down. But the agency world is less concerned about its effect on business than brands are, according to new Digiday Research.

Digiday polled 146 buy-side professionals spread out across advertising agencies, consultancies and brands. Most of the respondents — 116 of them — worked at agencies or consultancies, while the rest worked at brands.

This is the second time Digiday researched how media professionals are preparing for the end of third-party cookies. In the first quarter of 2020, Digiday asked publishers and advertisers how worried they were about several things, including their ability to target and measure ads without third-party cookies.

The buy side’s concerns about those challenges have subsided somewhat — from 76% last year to 69% this year for the ability to target ads, and from 76% to 70% for the ability to measure their effectiveness.

But on the whole, substantial portions of media’s buy side expect the end of third-party cookies to hurt their businesses. Close to half of brand-side respondents this year agreed the changes would hurt, while close to one-third of agency-side sources agreed.

Source: Digiday+ Q1 2021 Buy-side Survey
Sample: 116 agency professionals; 30 brand professionals

That gap in concern between agencies and brands was echoed elsewhere in the data. When asked to assess which part of the media ecosystem would be hurt the least, agency- and brand-side respondents shared nearly identical responses.

Source: Digiday+ Q1 2021 Buy-side Survey
Sample: 116 agency professionals; 30 brand professionals
https://digiday.com/?p=403714

More in Marketing

Snapchat sunsets its AR Enterprise division as it vows to give advertisers AR tools

“We are not diminishing the importance of AR,” he said. “In fact, we are strategically reallocating resources to strengthen our endeavors in AR advertising and to elevate the fundamental AR experiences provided to Snapchat users.”

Measuring Success graphic using ruler and coins

Why Activision Blizzard Media is using an Attention Measurement Scorecard to raise marketers’ confidence in gaming

In Q4 of this year, Activision Blizzard Media is launching in beta a new measurement tool dubbed the Attention Measurement Scorecard. The goal: to raise brands’ and marketers’ confidence in in-game advertising.

With Taylor Swift’s Eras Tour movie, Cinema advertisers hope for a Q4 boost

The concert film will likely help build on cinema advertising’s momentum after Barbenheimer.