Survey of 400 marketers regarding the effects on the loss of device identifiers 

San Francisco, CA – [June 8, 2022] Emodo, an Ericsson company providing high-impact audience, inventory and creative advertising solutions, today released brand new data findings from its Voice of the Marketer Series: Identity Research survey.

The survey, which was conducted by Emodo’s research arm, Emodo Institute, polled 400 senior brand and agency marketers during March 2022. It focused on how ID changes have impacted brands and agencies, with the aim of determining the potential of several different options for making up the scale lost from these changes.

“One year after Apple changed their device ID tracking model, we’re recognizing that once-promising identity alternatives such as universal IDs and first-party data collection are not providing enough scale,” said Jake Moskowitz​, Head of the Emodo Institute & VP of Data Strategy. “It’s paramount to equip brands and marketers with tools for addressability, as the concerns and negative effects of campaign effectiveness and scale are very real.”

Key findings from the report include:

Device ID changes are having a negative impact on campaigns

Overall, the majority of marketers are experiencing a loss of both scale and effectiveness.