Navigating the Cookieless World: Insights into the Indian Advertising Industry's Readiness

Did a quick poll on the industries preparedness for the cookie less world.

Conducted a brief survey on the readiness of industries for the cookie-less era, incorporating insights from senior marketers across India. The findings indicate a notably low state of preparedness, with 92% of respondents rating their readiness below 6 on a scale of 10.

In discussions with marketers, a prevailing hope emerges that Google will address the challenge, either by postponing the issue once more or introducing solutions that navigate privacy concerns while enabling advertisers to reach specific audiences.

Among more advanced marketers, there is a heightened focus on concerns related to data quality and the need for identifiers capable of managing addressability tasks. There is a resounding call for standardising these identifiers to ensure interoperability across diverse data sources.

Media planners are also exploring how they can approach media planning without cookies. Primary among them is to refocus on contextual advertising, which had lost its ooph factor to the more precision cookie based targeting.

Also took a world view of this marketing challenge and looked at the opinion of the US based marketeers, there expectations and concerns are no different from what we heard in India. Here is a excellent compilation by Tim Peterson of Digiday