Cookie Loss Will Cut Marketing ROI by 22%: MMA Survey

Marketers are taking a gloomy view of the impact of privacy changes, according to this Modern Marketing Association (MMA) survey.  They expect cookie deprecation alone to reduce ROI by at least 22% and say Apple’s App Tracking Transparency (ATT) has already reduced ROI by 17%.  In response, well-prepared companies are accelerating their investment in first party data and 59% expect to invest in a CDP as part of the solution.