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.

More like this:

• Brand execs from Forever 21, Abercrombie & Fitch, and more talk AI, Gen Z, and D2C
• Lean on experimentation for measurement success in ad campaigns
• Unified ID 2.0 gains momentum as industry giants embrace privacy-focused advertising
• Search experts on how AI, changing consumer behaviors, and an influx of digital channels are redefining search advertising

More Chart of the Day:

• 7/3 - Summer inflation
• 6/30 - CTV gains on mobile
• 6/29 - Beauty and the bucks
• 6/28 - Corner the marketplace
• 6/27 - Where Gen Z buys

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.