October 19, 2020

Tactics US Marketers and Agencies Are Using to Address Identity Resolution in the Future as Third-Party Cookies Are Being Phased Out, Sep 2020 (% of respondents)

Note

Identity resolution solution is defined as a software or technology that combines consumer identifiers into a single/persistent identity graph that can be used to identify consumers across various channels/devices and online-to-offline domains. It can be a standalone service or part of an integrated ... ad/marketing offering. Respondents were asked, "As third-party cookies are being phased out, what are your [company’s/main client’s] tactics for addressing identity resolution in the future?" Data was provided to eMarketer by Advertiser Perceptions.More

Methodology

Data is from an October 2020 Advertiser Perceptions report titled "Identity: Are we headed toward resolution, revolution or regression?" 302 US marketers and agencies were surveyed during August 14-September 9, 2020. Respondents were contacts from the Advertiser Perceptions Ad Pros proprietary community and trusted third-party partners as needed and were involved in ad/marketing, IT/tech, or business intelligence/data science in a company that currently uses an identity resolution solution involved in developing/approving identity resolution solution budgets, determining identity resolution strategy, approving identity resolution vendors, or using identity resolution solutions.