Seventy-Four Percent of Pharmaceutical Marketing Executives Say Changes in Third-Party Cookie Management Will Be Impactful or Very Impactful on Their Media Plans
Trinity Life Sciences, a leader in global life sciences commercialization solutions, is sharing findings from its latest TGaS Advisors’ brief entitled Changes in Third-Party Cookie Management and Their Effects on Pharmaceutical Brands. The paper finds that although most respondents did not have a clear understanding of the changes in third-party cookie management, 74 percent of pharma marketing executives say the changes will be impactful or very impactful on their media plans. However, less than half of those companies have taken action to address the coming changes.
“Our research shows a possible over-reliance on agencies to address the challenges created by elimination of third-party cookies”
Pharmaceutical executives will rely heavily on their media agencies to understand the intricacies of the changes and recommend strategies to minimize the impact these changes may have on digital marketing. Forty-two percent of respondents indicate that their agency is responsible for understanding the effect of eliminating third-party cookies and mitigating any impact.
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“Our research shows a possible over-reliance on agencies to address the challenges created by elimination of third-party cookies,” said Scott Szewczak, Senior Service Director, Omnichannel Marketing, TGaS Advisors, a division of Trinity Life Sciences. “Media agency partnerships will be critical. Changes to data collection and tagging, and integration with external partners require deep understanding and engagement from internal centers of excellence.”
The white paper outlines the mitigation strategies that marketing departments within pharma are currently exploring, alternative plans and additional strategies for the industry to consider. Changes in Third-Party Cookie Management and Their Effects on Pharmaceutical Brands is currently available.