A survey out today of 1,000 agency and marketing execs shows a majority believe user tracking will soon become obsolete, but only 40% are familiar with non-cookie based options.
According to the survey, conducted by Ogury — one of the more aggressive ad-tech firms trying to cement its place in a cookie-less future — and IT market research firm IDC, 32% of respondents said they will change the type of ad-tech supplier(s) they are working with. Among them, 64% stated they will increase budgets toward suppliers that don’t rely on third-party cookies or any personal data collection.