Some 82% of Indian brands nonetheless rely closely on third-party cookies; 61% of the cookie utilizing Indian leaders say they view cookies as a ‘necessary evil’, despite the fact that they realise continued overreliance is a shedding technique for the long-term, based on a examine lately launched by Adobe.
Also, some 96% of Indian leaders use Customer Data Platforms (CDPs), out of which 57% say they’ve already gained extra direct relationships with prospects, 46% have seen an increase in buyer loyalty (46%), and 43% have seen a rise within the quantity and worth of accomplished transactions, as per the examine. New analysis additionally confirmed brands weren’t taking the mandatory steps to evolve their knowledge methods, regardless of severe close to and long-term impacts on their companies.
In India, the place 405 brands had been studied, the analysis confirmed that one in each two respondents (53%) agree that the paradox over cookie deprecation was inflicting an total acceleration within the prioritisation for readiness for a cookieless world.
Although deprecation is on the horizon, 64% of Indian leaders nonetheless spend no less than half of their advertising budgets on cookie-based activations – and 86% plan to extend spending on cookie-dependent activations this yr. Most (87%) leaders in India nonetheless rely closely on third-party cookies as a result of they really feel they’re very efficient and 1 / 4 (29%) of respondents surveyed imagine that they don’t have the assets to evolve their technique, as per the survey.
Many Indian leaders anticipate the tip of third-party cookies will damage their companies. Some 40% of them stated it could “devastate” their companies, 22% anticipate important harm, and 24% predict a average destructive impression. One in 4 respondents in India (29%) say they will’t get the assets to evolve their methods.
Anindita Veluri, Marketing Director, Adobe India, stated, “Third-party cookie landscape is moving towards becoming outdated soon. This calls for business leaders to diversify their strategies now and increase focus on first-party data to build more direct and personal relationships with customers based on the data willingly shared thereby fostering trust.”
