Indian Businesses Embrace CDPs as Cookies Phase Out
Indian business leaders are gearing up for a cookieless future, with 96% embracing Customer Data Platforms (CDPs). However, many acknowledge the current reliance on third-party cookies and express concerns about their impending demise.
Adobe's Real-Time Customer Data Platform is at the forefront of this shift, delivering billions of predictive insights annually based on real-time customer profiles. This tool is helping Indian leaders like never before, with 57% already gaining more direct customer relationships.
The end of third-party cookies is a looming concern for many Indian businesses. A significant 40% anticipate it will 'devastate' their operations, while 61% view cookies as a 'necessary evil'. This stark reality highlights the overreliance on cookies, with 82% of brands heavily dependent on them, and 64% allocating at least half of their marketing budgets to cookie-based activations.
Despite these challenges, only 11% of Indian companies plan to change their strategies. Some are even delaying preparations, indicating a lack of urgency in evolving data strategies. This inaction contrasts with the significant impacts these changes will have on businesses worldwide, including in India.
As third-party cookies phase out, Indian brands must adapt their data strategies. CDPs offer a solution, but businesses must act swiftly to mitigate potential disruptions. The time to prepare for a cookieless future is now.
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