Though Google has pushed the expiry date for third-party cookies into 2024, many advertisers have already begun adopting the products and practices they will be relying on in the future. And it has given an early look at which metrics and performance data are the most at risk.
Ad tech company Emodo polled 400 pre-qualified programmatic marketers to explore perspectives on KPI metrics as cookies and IDs disappear.
The report says marketers that prioritize brand safety are likely to experience the impacts of ID changes in terms of campaign effectiveness. Advertisers who identify brand safety as a primary KPI are seven times more likely to say they are experiencing reduced campaign effectiveness due to ID loss. In particular, 88% of brand direct marketers with in-house agencies who rely on brand safety say they are experiencing ID-related changes in the effectiveness of their campaigns.
Retail, financial services, healthcare and pharmaceutical marketers are the most likely to depend on brand safety as a KPI.
Nearly 80% of brand marketers who rely on brand lift say they are experiencing ID-related changes in the effectiveness of their campaigns. When the KPI is brand lift, marketers are four-times more likely to believe they are experiencing reduced effectiveness due to ID loss. As surveys require recontacting exposed users, which can only be accomplished through double opt-in, marketers who rely on this KPI are highly likely to lose measurability and trustworthiness of data. Online conversions have the same issue, as the conversion needs to be matched back to the ad exposure. Retail marketers are especially prone, followed by QSR and financial services marketers.
On the flip side, less than a third (32%) of marketers measuring performance by reach say they are experiencing a change in campaign effectiveness due to ID loss. B2B, consumer electronics and CPG marketers are most likely to depend on reach as a KPI.
Engagement and attention don’t require an ID for measurement, so marketers depending on these two KPIs are at an advantage. Over 60% of agency marketers who rely on either engagement (64%) or attention (62.2%) say they are not experiencing any ID-related changes in the effectiveness of campaigns.
Engagement is a core KPI for CPG, healthcare and pharmaceutical, and B2B marketers. Brand categories focused on attention include telecom, entertainment and QSR.
