Adform: cookies are a time bomb
“The results of the Adform survey are an alarm bell for marketers”, explains the Country Manager of Adform, Davide Corcione: “the disappearance of cookies is a time bomb. One year later, most of the Italian advertising investors still do not have a defined intervention plan: only 29% (equal to 3 out of 10 companies) are working on a first-party ID project. Marketers know that the problem is around the corner, so much so that 75% of global companies expect an impact on the business, but unfortunately it is understandable that, after a difficult year like 2020, many companies have not put the solution among their priorities. to the problem. This tells us that there is clearly still a lot to do to spread the correct information and knowledge about the first-party ID solutions ".The problem is destined to explode when the novelty is fully metabolized by Google Chrome, the dominant browser on the market: at that point advertising must have come to terms with reality because the impact will be sudden and of great magnitude.
Research reveals that marketers believe that managing their first-party data can unlock a number of needed benefits: the concept of a closed and proprietary ecosystem - backed by data first- party, transparent costs and operational adaptability - is viewed positively by over two thirds (67%) of Italian marketers.