Since the dawn of digital, marketing strategies have relied on cookies as a proxy for identity. But the world of marketing is changing. The departure of browser-based tracking is upon us.
By late 2023, Google will phase out third-party cookies running on Chrome and transform how brands track, target, and engage with customers.
Adhering to consumer data privacy regulations and being transparent about what your brand does with consumer data is no longer a choice. In this infographic, you’ll uncover data & stats about post-cookie attribution & targeting for programmatic, strategies brands are using to navigate the loss of cookies, and how cookie deprecation will impact ecommerce and brands that use programmatic advertising.
Programmatic Advertising in the Era of Cookieless
Targeted Advertising
According to marketing decision-makers, what will be the most effective ways to measure targeted advertising after cookies go away?
- Sales lift research: 44%
- Cross-platform multi-touch attribution: 36%
- Last-click attribution: 33%
DSPs
According to programmatic buyers, what DSPs are best for navigating the shift away from third-party cookies?
- Amazon DSP: 69%
- Google Display & Video 360: 63%
- Trade Desk DSP: 46%
- Criteo: 32%
Programmatic buyers rate their organization’s preparedness for cookie deprecation as 3.5/5.
60% of US marketers say multiple identity solutions will be needed after cookies are phased out.
30% of marketers say creating cross-device and multi-touch attribution models will still be possible at the same level without third-party cookies.
Cookie Deprecation
How ready are digital advertisers for third-party cookie deprecation?
- 40% of brands
- 70% of publishers
- 86% of ad tech vendors
83% of programmatic buyers say ad tech platforms are primarily responsible for finding third-party cookie alternatives.
2021 Challenges
Top challenges in 2021 according to digital media professionals:
- Cross-device attribution: 42%
- Third-party cookie deprecation: 49%
- Attribution: 36%
Cookies 2.0
What are brands relying on as third-party cookies go away?
- ID graphs built on first-party data: 65%
- Second-party data from data co-ops: 51%
- Data co-op: A method of pooling, organizing, and sharing online consumer data with other agencies and brands.
- Second-party data from publishing partners: 48%
- Third-party solutions that are built to last: 31%
Data Impact
How will cookie deprecation impact how data is used?
- Increased spending for using first-party data: 60%
- Increased focusing on developing in-house solutions: 36%
- Increased spending on contextual advertising: 34%
Sources
- eMarketer, Types of Ad Measurement and/or Research that Will Become More Important in a Cookieless World According to US Marketers and Agencies, Sep 2020.
- Statista, Demand-side platforms (DSPs) best suited to navigate the shift away from third-party cookies according to programmatic buyers in the United States as of August 2020.
- Statista, Data-based digital advertising actions marketers from the United States believed would be possible without third-party cookies as of November 2020.
- Statista, Number of identity solutions necessary due to cookie deprecation according to marketers in United States as of December 2020.
- IAB, 2021 Marketplace Outlook Survey Results.
- AdExchanger, Emerging Identifiers For Digital Advertising: Are Brands Really Prepared?
- eMarketer, Digital Media Challenges According to US Digital Media Professionals, Oct 2020.
- eMarketer, Tactics US Marketers and Agencies Are Using to Address Identity Resolution in the Future as Third-Party Cookies Are Being Phased Out, Sep 2020.
- eMarketer, Identity 2020: Changes to Cookies, Ad IDs, and Regulations Take Aim at Tracking.
