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.
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[2 minute read]