Publishers' outlook on retiring third-party cookies remains pessimistic

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 14, 2021, 11:55 AM UTC

A recent survey of 60 publishers sheds light on how companies are preparing for the end of Google’s support for third-party cookies.

To offset the removal of third-party cookies, publishers are relying on first-party data and supplementing it with a combination of publisher and ad tech-built solutions, and more. These results are nearly identical to those of a survey conducted 10 months ago.

However, publishers' perceptions about the impact of third-party cookie deprecation are mostly pessimistic in both surveys. Deprecation of third-party cookies, according to 55% of publishers, will impair their ability to target ads.

Likewise, 55% are concerned about accurately measuring ads without third-party cookies. Alternate identifiers are used by two-thirds of publishers in some of their current ad sales. While 90% of publishers use alternate ids, 50% admitted using them in less than half of ad sales.

Discover the top organisations in your market and industry that have customers buzzing using YouGov BrandRankings.

Read the original article

[2 minute read]