41% of Marketers Unfamiliar with Cookie Alternatives: IDC Study
Most marketers (60%) think consumer concerns about tracking technology could hurt their brand reputation and the same fraction agree user tracking will soon be obsolete, according to this global IDC study for Ogury. Despite this, 41% remain moderately or not at all familiar with cookieless alternatives. Ignorance may be bliss: 61% are confident they’ll be able to reach audiences at scale in the future.