POST-COOKIE QUESTIONS:HOW ADVERTISING STRATEGIESAND SENTIMENTS ARE EVOLVINGSurvey results show how advertisers and publishers arepreparing for a future without third-party cookiesTABLE OF CONTENTS2Foreword ........................................................................................................................................................ 3.Methodology ................................................................................................................................................... 4.Deprecation Solutions Are Progressing ....................................................................................................... 5.Everyone Turns Towards Attention ............................................................................................................. 12.Key Takeaways ........................................................................................................................................... 14.Both Sides Vie for First-Party Data Supremacy ......................................................................................... 10.Buyers and Sellers Find Agreement and Misalignment ............................................................................... 8.POST-COOKIE SURVEY REPORTAs third-party cookie deprecation looms on the horizon, buyers and sellers alike have had another year to plan for the significant industry shift. Advertisers have plenty of questions about maintaining performance and measurement expectations. Meanwhile, publishers have questions about revenue, technology and operational changes that will impact their businesses. Around them, the rest of ad tech is shifting beneath their feet.Some of the industry’s biggest players have also adjusted their priorities. Apple has held firm to its line in the sand set in 2020 against third-party cookies through its Intelligent Tracing Prevention feature (ITP). Google has delayed their part of the process multiple times, with the latest cutoff date set for the second half of 2024. The rationale for this was summed up well by the VP of Google’s “Privacy Sandbox” initiative, Anthony Chavez: “The most consistent feedback we’ve received is the need for more time to evaluate and test the new Privacy Sandbox technologies before deprecating third-party cookies in Chrome,” Chavez said in a blog posted in July of 2022. The “Privacy Sandbox” is Google’s ongoing effort to create technology that is considerate of user privacy, but still allows digital businesses to earn revenue and keep the internet free for all. This spirit of experimentation is one that’s been shared by many within the industry as they find their own ways to move on from third-party cookies. The internet is changing, and the need is great for solutions that effectively respond to the demand for improved user protections while also ensuring that an ad-supported internet thrives in a privacy-conscious future. But what do those solutions look like, and how has gen...
