Marketing measurement tools in cookieless time U.S. 2020

In a cookieless world advertisers are trying to find alternative ways to measure the effectiveness of their targeted advertising. During a July 2020 survey it was found that 44 percent of marketing decision makers said that sales-lift research would become more important in determining the success of advertising efforts. Another 35 percent said the same about internal analytics and 31 percent believed that location-based attribution would gain importance in measuring ad effectiveness.

Measurement tools believed to gain importance in a cookieless era according to marketing professionals in the United States as of July 2020

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Release date

September 2020

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Region

United States

Survey time period

July 6 to 14, 2020

Number of respondents

200 respondents

Special properties

among agency and marketing decision makers

Supplementary notes

Original question: "There has been industry news and discussion around restricting or limiting the use of 3rd party cookies. Which type of advertising measurement and/or research will become more important in a "cookieless” world?"

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