Over half of digital marketing managers, or 53%, expect cookie-based advertising campaigns to fade out within the next 12 months, according to a survey of 251 UK brand-side digital marketing managers.

In place of the cookie, the study by Viant highlighted the rise of ‘people-based’ campaigns, which enable marketers to target users across multiple devices using registered user data and track the role of digital channels in offline sales – an activity impossible to achieve with the former tech.

One of the key reasons for the success of this approach is the ability to reach real users and target them more effectively – 83% of marketers believed people-based marketing performs “better” than using cookies – and at a time when $7.2 billion globally has been wasted on fraudulent advertising, it’s more important than ever to get things right.

For more insight into people-based campaigns, take a look at the infographic below.