According to a recent UpCity report, nearly 90% of small and medium-sized marketers are concerned about losing access to third-party data. Advertisers are looking for other ways to target ads as third-party cookies become less popular.
Retail media networks that rely on vast amounts of consumer data as well as other solutions focused on first-party data have emerged as a result of these efforts. Detailed statistics show that 89% of companies with 100 or more workers and 82% of companies with less than 100 workers have similar worries.
The legislative scrutiny surrounding consumer data acquisition in general and Google’s plan to phase out cookies starting in January are contributing to the growing pressure that will be a major topic of discussion in 2024.
Read More: Third-party data loss could be problematic for SMBs: Here’s what the numbers say
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