Audience targeting weighs most on executives’ minds as cookieless future looms

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Key stat: Over half (53%) of executives worldwide say their leading concern regarding their digital advertising strategy is being able to reach target audiences effectively at scale, per IDC.

Beyond the chart:

  • Despite the rapid approach of cookie deprecation in 2024, 41% of advertisers are moderately or not at all familiar with targeting methods beyond third-party cookies or IDs, per IDC.
  • A variety of identity solutions have emerged to help marketers navigate a post-cookie world, including Google Topics, universal IDs, seller-defined audiences, and data clean rooms.

Use this chart:

  • Identify and address issues facing the digital ad strategy.
  • Make a case for investing in emerging identity solutions.
  • Justify making return on ad spend (ROAS) a KPI.

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Methodology: Data is from the May 2023 IDC report "The New Era of Advertising Beyond Cookies and Identifiers" sponsored by Ogury. 1,000 executives worldwide were surveyed during November 2022-January 2023.