Over half of marketing managers (53%) believe cookie-based advertising campaigns will die out within the next 12 months, according to a new report from Viant.
The study of 251 brand-side marketing managers in the UK revealed a collective move towards a so-called ‘people-based marketing’ approach.
Unlike cookies, people-based campaigns give marketers the ability to advertise to real people linked across multiple devices using registered user data, meaning marketers can reach the same individuals across all of their mobile or tablet devices and can also track the role of digital in offline sales.
A whopping 83% said people-based marketing campaigns perform better than cookie-based campaigns. Specifically, because it offers improved targeting ability (58%) and the ability to reach real people (40%).
As two-thirds of smartphones and tablet devices don’t accept cookies, over a third of marketers (36%) also say they value the ability to effectively track users across multiple devices with people-based marketing.
“This research data shows that marketers’ faith in the cookie is crumbling,” said Toby Benjamin, VP of platform partnerships at Viant. “Yet while the industry is increasingly embracing people-based marketing, running campaigns that are built on a foundation of people, not cookies, there is huge potential for growth.
“I’m optimistic that we will see a real shift in attitudes towards digital marketing in the UK over the next few years.”
