Survey Finds Only 25% of Advertisers are Ready for Cookie Deprecation

According to a study from YouGove on behalf of Taboola, only 25% of advertisers are ready for cookie deprecation.

The study notes that advertisers are bracing for the cookieless world and despite a recent decision by Google to delay the cookie phaseout, companies and organizations still have questions about their readiness for the new world and the ultimate effect on business results it will have. It added that advertisers intend to diversify media mixes in a post-cookie world.

The study polled 202 decision-makers in advertising and marketing, in companies with at least 100 employees.


 

Key highlights from the report:

  • Advertisers aren’t ready for the cookieless future and many agree with Google’s decision to delay the phaseout.
  • Only 25 percent of advertisers are completely prepared for the cookie phaseout and 46 percent are happy with Google’s decision to delay the phaseout.
  • Advertisers will change the way they spend in a cookieless world. 44% of advertisers anticipate shifting advertising spend to different channels, as the cookie is phased out.
  • Advertisers see different channels as providing better performance and return on investment in a cookieless world. Search advertising and native advertising were among those ranked as the strongest.

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