Brands Grow More Concerned About Loss of Cookies; Agencies and Publishers Are Calmer
At the start of 2021, brands, publishers, and ad agencies were all about equally worried about losing third-party cookies. That changed in a follow-up survey, which found that publishers and agencies are less worried than before while brands’ concern has grown. An optimist might think agencies and publishers have developed plans that brand marketers don’t understand yet. A cynic might suspect agencies and publishers have realized they’ll make money no matter what.