Solving the identity crisis

The deprecation of third-party identifiers gives brands an opportunity to focus on first-party data strategies that ultimately improve marketing outcomes.

What will a world without third-party identifiers (3PIDs) look like? That’s the question many marketers are asking themselves in the wake of Google’s decision to do away with third-party cookies by 2022 and Apple’s move to make it easier for users to opt out of its identifier for advertisers (IDFA). The majority of marketing professionals think the loss of 3PIDs will diminish outcomes and won’t make for better CX, according to research from Epsilon.

Look through the statistics in this infographic to see:

• How marketers have been feeling about this industry shift
• How prepared they believe themselves to be
• Actions we recommend marketers should take to future-proof