Marketers also plan to spend more on owned channels

[rUparaHmaN017]

Marketers also plan to spend more on owned channels like web and email (51%) . And while many advertisers are shifting a large portion of their budgets from linear TV to connected TV , 49% plan to spend more on TV advertising due to the absence of third-party cookies.

The death of cookies will also taiyuan telephone number data impact organisations’ data strategies . Many marketers will work more closely with agencies to test new technologies (54%), while others will be looking at new methods to reach certain audiences (49%) and will also have to get their teeth into new systems and new software (47%).

Not surprisingly, the demise of cookies has made first-party data much more valuable in marketing , according to 92% of marketers.

Marketers are already using first-party data to create more personalized content on their websites , predict consumer behavior, and deliver more tailored content in their email marketing campaigns.

Despite the relevance of first-party data, its implementation is hampered by factors such as the need to create a truly holistic view of the customer, the scarcity of data, insufficient data collection and poor data quality.