Most Marketers Expect Worse Ad Performance Without Third-Party Cookies: Advertiser Perceptions Report
Highlighting what’s at stake with third-party cookies, this Advertiser Perceptions survey found that 69% of respondents expect ad performance to drop when cookies are blocked and 40% to rely more heavily on walled gardens like Google as a result. Two-thirds (65%) have not implemented new audience targeting solutions to replace cookies although 77% expect brands’ own first-party data will eventually become more important. The survey just had 52 responses but the answers are probably typical.