Marketers (Still) Aren't Ready for When the Cookie Crumbles

With the end of Chrome's third-party cookies coming in months (probably), why are marketers feeling LESS prepared than they did two years ago?

Marketers (Still) Aren't Ready for When the Cookie Crumbles
With the end of Chrome's third-party cookies coming in months (probably), why are marketers feeling LESS prepared than they did two years ago?

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We’re Not Ready — Marketers’ Cookiepocalypse Woes

A new Adobe study of almost 3,000 marketers around the world finds that fewer of our peers feel ready for the end of third-party cookies than did in years previous.

Nearly half (49%) still depend on them. This is despite expectations that Google would eliminate them this year.

When asked two years ago if they were mostly ready for the change, 78% of marketers said yes. This year, that number has dropped to 60%.

Epsilon has found a majority of marketers to be still dependent on the third-party cookie and a minority that feel prepared for its deprecation.

In a recent survey… [Epsilon found] 75% of respondents [were] still “very or moderately reliant” on third-party cookies, down from 82% in 2020.

And only 44% of respondents said they felt “very prepared” for cookie deprecation in 2024.

How they’re changing

More interesting, I thought, was the data around how marketers are planning to deal with the data loss.

  • 62% plan to spend more in walled ecosystems like social media sites

  • 49% said they’re moving more on first-party data 

  • 42% said they plan to work more with web sites directly, rather than through ad brokers

When does Google say they'll start phasing out third party cookies?

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