menu
Weekly Online Magazine
ISSN 2544-5839
zamknij
Media Review image

11.11.2024 Marketing and PR

Advertising Without Cookies. Is the Industry Ready for a Digital Revolution?

Krzysztof Fiedorek

The year 2024 was set to bring a revolution to the advertising industry as Google announced the removal of cookies in the Chrome browser for millions of users, sparking the beginning of a cookie-free era. However, Google’s change of heart surprised the market. A report on this topic was prepared by analysts from ID5.
Poczytaj artykuł wydanie polskie w wydaniu polskim

Advertising Without Cookies: Is the Industry Ready for a Digital Revolution?Bing AI illustration

A Sudden Shift: Google’s Decision to Retain Cookies


The surprise came in July 2024 when Anthony Chavez, Vice President of Privacy Sandbox, announced that Google would allow users to decide for themselves about blocking cookies. According to the "State of Digital Identity Report 2024", published by analysts from ID5, 63% of respondents believe the decision resulted from poor Privacy Sandbox testing, while 60% cite ongoing investigations by the UK’s CMA.

  • Google removed cookies for 34.5 million users, which is 1% of Chrome’s global user base.
  • 76% of respondents have already implemented cookie-free solutions.
  • 75% of respondents believe Google’s decision will not affect their shift to cookie-free alternatives.

Factor Percentage of Respondents
Poor Privacy Sandbox Test Results 63%
CMA Investigation 60%


Alternatives to Cookies: What Solutions is the Industry Choosing?


The report emphasizes that the removal of cookies could significantly impact publishers’ revenue. Criteo’s study forecasts that revenue could fall by 60% if Privacy Sandbox became the sole alternative. This is due in part to Privacy Sandbox causing ad delays of over 100%, negatively affecting user engagement.
According to the ID5 report, 85% of respondents already use universal identifiers to handle cookie-free traffic. These solutions, along with Deal IDs and first-party IDs, enable personalized and legally compliant ad campaigns, which is crucial in today’s evolving technology landscape.

Most Popular Alternatives:

  • Universal Identifiers: 85%
  • PMPs/Deal IDs with First-Party Data: 56%
  • Data Clean Rooms: 51%

Challenges in Other Channels: CTV, Mobile, Audio, and Gaming


Although much of the discussion has focused on cookies in browsers, the ID5 report shows that the user identification challenge goes beyond this space. The biggest challenge remains in Connected TV (CTV), where 79% of respondents believe users lack sufficient control over their data.

Channel Percentage of Respondents Citing Need for Better Addressability
Connected TV (CTV) 54%
Mobile/In-App 26%
Digital Audio 9%


Main Obstacles in CTV and Mobile Channels:

  • Measurement Challenges: Difficulty in accurately measuring campaigns.
  • Cross-Channel Reconciliation: Challenge in synchronizing data across channels.
  • User Consent: Difficulty in obtaining and communicating consent for tracking.

The Cookie-Free Future: Industry Expectations and Concerns


The advertising industry is at a crossroads, seeking solutions that are not only effective but also comply with privacy regulations. Amid uncertainty about when the new system in Chrome will take effect, 80% of respondents expect the option to opt-out of cookies to be introduced in the first half of 2025.

You can download the full report "The State of Digital Identity Report 2024" here:
https://id5.io/resources/state-of-digital-identity-2024/

Share the article:

dodaj na Facebook prześlij przez Messenger dodaj na Twitter dodaj na LinkedIn

COMMERCIAL BREAK
Work In Media

New articles in section Marketing and PR

AI will take up to 70% of traffic from online stores. TrustMate Report

KFi
There is a quiet but radical change happening online. Traditional SEO, which for decades determined brand visibility, is losing its relevance. Now, it's no longer search engines that define a company’s online presence, but generative artificial intelligence.

How to find topics for communication

Aleksander Pawzun
"We have nothing to say" is a phrase heard all too often. Yet practice shows that every business has the potential to tell stories. You just need to learn how to spot them and turn them into content that appeals to your audience.

How to reduce food waste? Packaging design matters

KFi
Researchers from China have proven that visual packaging elements and consistent messaging can be effective tools in the fight against global food waste. They published research results showing that designers and marketers can make a real difference.


See articles on a similar topic:

Child with dyslexia. A therapist's guide for parents

patronat Reporterzy.info
Dyslexia is a specific developmental disorder affecting reading and writing abilities. It can significantly impact a child's educational and emotional development. In Poland, as well as worldwide, it is being diagnosed more frequently. [#MAMYNATORADĘ under the patronage of Reporterzy.info]

Email Marketing Done Right. How to Avoid Ending Up in SPAM

BARD
One in three Poles receives between 10 and 20 promotional emails daily, and more than half receive at least 10, according to a study by Redlink. For an email to stand out among the competition and be read by the recipient, three key factors are essential, capturing the most attention from recipients.

Poles do not forgive brands' mistakes. Armatis Customer Experience Index

Krzysztof Fiedorek
As many as 57.2% of Poles are willing to abandon a brand after one bad customer service experience. This result is similar to what was noted in the United States. Every third Polish customer prefers phone contact with a consultant, though over 13 percent now prefer chat.

AI or human? Data on customer preferences in the US, UK, and Canada

KFi
One in three consumers prefers talking to a bot rather than a human, and as many as 86% try to solve the problem on their own first. Still, 74% prefer to call when an issue is urgent. A new report from Five9 shows just how much customer service expectations have changed.

More in the section: Marketing and PR

Work in media

United States
New York • Washington DC • Los Angeles • Chicago • Houston • Phoenix • Philadelphia United Kingdom
London • Birmingham • Manchester • Liverpool • Glasgow • Edinburgh Canada
Toronto • Ottawa • Montreal • Calgary Australia
Sydney • Melbourne • Brisbane • canberra Ireland, New Zealand, India

advertisement

Flying Tiger




community

Facebook LinkedIn X Twitter TikTok Instagram Threads Youtube Google News Blue Sky Social RSS

Reporterzy.info - online media studies magazine. The world of communication from the inside. Media, journalism, PR and marketing. Data, reports, analyses, advice. History and market, law, photography, job offers.



Reporter shopping

Reporter shopping

Affordable laptops, notebooks and netbooks
Affordable laptops, notebooks and netbooks
for writing
Digital SLR and compact cameras
Digital SLR and compact cameras
for photographers
Books and e-books about media
Books and e-books about media
for reading
Video drones and flying cameras
Video drones and flying cameras
for pilots
Gimbals for stabilizing video
Gimbals for stabilizing video
for those on the move
Software and apps for creative work
Software and apps for creative work
for digital creators
More occasions

follow us 👉 on Youtube
Watch more 👇
#59sec REPORT SHORTS
Read books and e-books

Read books and e-books

Okładka Media Control. The Spectacular Achievements of Propaganda
Media Control. The Spectacular Achievements of Propaganda
Okładka The 40-Day Social Media Fast
The 40-Day Social Media Fast
Okładka Social Media Marketing All-in-One For Dummies
Social Media Marketing All-in-One For Dummies
Okładka Mass Communication: Living in a Media World
Mass Communication: Living in a Media World
Okładka Beyond The Feed: A Social Media Success Formula
Beyond The Feed: A Social Media Success Formula
Okładka Trust Me, I`m Lying: Confessions of a Media Manipulator
Trust Me, I`m Lying: Confessions of a Media Manipulator
more books and e-books

Reporterzy.info

More about us

Our tools and services

Contact


© Dwornik.pl Bartłomiej Dwornik 2oo1-2o25