Cookie-enabling browsers continue to dominate the digital ecosystem

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 05, 2021, 5:26 PM UTC

According to a report from Smart, cookieless browsers are yet to find wide-scale adoption.

While Safari and Firefox have implemented policies that limit cookies, Internet Explorer, Microsoft Edge, Opera, and Google Chrome continue to accept cookies. Cookie-supporting browsers amount to 87% of desktop auctions and 80% of mobile auctions in the UK. Google Chrome owns 49.4% of the global browser market share across all devices.

On the other hand, 31% of Germany’s desktop ad inventory came from browsers that limit cookies. As far as the usage of cookieless mobile browsers is concerned, the US tops the list at 28%. The UK (20%) and Germany (18%) follow the US. Similarly, about 50% of all auctions in the UK do not have a cookie, mobile or other user ID sent in the bid request.

At 64%, the US leads the global market for auctions that use alternative identifiers. Germany (37%) and the UK (36%) follow the US. According to the report, 5% of all auctions in the US are sent without positive consent from the end-user. Consent rates across Europe are not very encouraging either, with the figure varying between 50% and 80%.

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