Third-party data and third-party cookies are not the same thing. Just over half (53%) of the respondents to this Datonics study are using third-party data to target their programmatic ad audiences, from an average of 11.9 data providers. Much of that data will remain available after third-party cookies are gone. Still, 69% of the respondents are concerned that privacy changes will disrupt their activities.
Despite years of warnings, 75% of respondents to this Adobe survey still rely heavily on third-party cookies: 45% spend half or more of their budgets on cookie-based activations. A shocking 41% are still not working to develop cookie-free alternatives, even though over three-quarters say cookie deprecation will hurt their business and they recognize at least 30% of their potential market already exists in cookieless environments.
This was going to be an item about TikTok partnering with Dentsu for campaign performance tracking, which is an interesting illustration of the trend towards new campaign measurement methods. But the Biden Administration has apparently just given TikTok an ultimatum to sell its U.S. business or face a ban on U.S. operations. That’s probably more important.
Procrastinators of the world can throw a party whenever they get around to it: Google has once more pushed back complete third-party cookie deprecation. The new target is “early next year.” Reasons for the delay include concerns expressed by U.K. data regulator Information Commissioner’s Office, an ongoing inquiry by the U.K. Competition and Markets Authority, and widespread discontent in the advertising ecosystem.