Brands and media agencies are getting the message. A recent global study by IDC, commissioned by Ogury, reveals that 60% of them are aware that advertising identifiers will soon be obsolete. Yet 41% of advertisers surveyed admit to being only moderately, if at all, familiar with targeting methods other than those based on identifiers such as cookies. This clearly demonstrates advertisers’ lack of preparation for the imminent disappearance of cookies, and their need for help in navigating alternative solutions.