What alternatives to third-party cookies are particularly phone number database unfolding these days? What is the best method for marketers to collect first-party data? A recent study carried out in Germany by Annalect seeks answers to these phone number database and other questions. To carry out this report, the Omnicom Media Group subsidiary has examined 13 data providers and DSPs and has also evaluated more than 6,000 million ad impressions in the programmatic buying ecosystem. From the research undertaken by Annalect it is inferred that phone number database cookies are definitely on the decline . If in 2020 its scope was still 82%, this figure will be lowered this year to just 72%.
In 2021, 18% of targeting will be carried out phone number database using mobile identifiers, compared to 16% the previous year. For its part, the «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 phone number database finally come to terms with the idea that cookies are doomed to die. Not surprisingly, Google plans to block the once ubiquitous third-party cookies in its Chrome browser in early 2022. And this blocking will mean the de facto death of the controversial phone number database cookies.
Dependence on cookies is stronger in some industries phone number database than others In her study Annalect also examined individually seven different sectors (automotive, FMCG, B2B, retail, “tech & durables”, finance and insurance, and media and entertainment) and from their analysis very phone number database interesting trends can be gathered. sale leads 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 advertising IDs (MAIDs) will also increase from 3% to phone number database . In this sector, contextual targeting will also jump from 4% to 10%.
