{"id":109331,"date":"2023-12-20T09:59:00","date_gmt":"2023-12-20T09:59:00","guid":{"rendered":"https:\/\/www.marketingtechnews.net\/?p=109331"},"modified":"2025-08-05T12:56:31","modified_gmt":"2025-08-05T11:56:31","slug":"63-of-marketers-lack-a-clear-plan-for-cookieless-personalisation","status":"publish","type":"post","link":"https:\/\/www.marketingtechnews.net\/news\/63-of-marketers-lack-a-clear-plan-for-cookieless-personalisation\/","title":{"rendered":"63% of marketers lack a clear plan for cookieless personalisation"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Despite Google\u2019s announcement that it will begin phasing out support for third-party cookies in Chrome at the beginning of 2024, 63% of marketers still have no clear strategy for cookieless personalisation. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That\u2019s according to a survey from\u00a0<a href=\"https:\/\/www.optimizely.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Optimizely<\/a>\u00a0that highlights the urgent need for marketers to reassess their personalisation strategies for 2024.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The research, which surveyed 100 UK marketing professionals across the UK, found that more than half (54%) also lack a clearly defined strategy for personalisation using first-party data. This indicates a critical gap in preparation for the post-cookie era, where personalised experiences will rely heavily on direct user interactions.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Currently, 83% of marketers feel that their current personalisation efforts are primarily based on assumptions about customers rather than data-driven insights. To prepare for the future, marketers will need to re-evaluate their personalisation technologies and transition from using third-party cookies to utilising first- and zero-party data.&nbsp;&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This shift will require brands to securely manage and use the data that customers provide, which most marketers feel they can prepare for. The survey revealed that 73% of marketers believe privacy and personalisation can coexist \u2013 suggesting a growing awareness within the industry of the need to balance tailored experiences with robust privacy measures.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What is troubling, however, is that 74% of marketers express concerns about the obsolescence of their current personalisation technology \u2013 signalling the need for more reliable and privacy-conscious first-party data-based platforms.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Commenting on the findings, Shafqat Islam, CMO at Optimizely said: \u201cWith Google set to abandon cookies next year, now is the time for marketers to stop thinking in terms of third-party data, and start building campaigns and strategies around the data that consumers are open to sharing.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cRight now, 70% of marketers are combining multiple technologies to achieve their current level of personalisation. Having a single platform that integrates with \u2013 and brings data in from \u2013 each channel a brand has is critical in developing comprehensive customer identities and creating personalised experiences based on those real-time insights. Making these changes now will ensure brands are prepared for a cookieless future and are able to deliver the digital experiences that customers have come to expect.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em><strong>Interested in hearing leading global brands discuss subjects like this in person?<\/strong>\u00a0<strong>Find out more about\u00a0<a href=\"http:\/\/www.digitalmarketing-conference.com\/\">Digital Marketing World Forum (#DMWF)<\/a>\u00a0Europe, London, North America, and Singapore.<\/strong><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Despite Google\u2019s announcement that it will begin phasing out support for third-party cookies in Chrome at the beginning of 2024, 63% of marketers still have no clear strategy for cookieless personalisation. That\u2019s according to a survey from\u00a0Optimizely\u00a0that highlights the urgent need for marketers to reassess their personalisation strategies for 2024. The research, which surveyed 100 [&hellip;]<\/p>\n","protected":false},"author":57372,"featured_media":58375,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2427,2451,2424,2433,2469,2457,2471],"tags":[212,109,236],"ppma_author":[594],"class_list":["post-109331","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-data-analytics","category-e-commerce-retail","category-first-zero-party-data","category-hyper-personalisation","category-marketing-ethics","category-omnichannel-retail","category-transparency-trust","tag-cookies","tag-personalisation","tag-websites"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.6 (Yoast SEO v27.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>63% of marketers lack a clear plan for cookieless personalisation - Marketing Tech News<\/title>\n<meta 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