menu szukaj
Weekly Online Magazine
ISSN 2544-5839

new articles each monday
zamknij
Work In Media

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.

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.


SELF PROMOTION. Listen to the story of Vanuatu Daily Post. Discover our #mediaHISTORYpodcast


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

New articles in section Marketing and PR

When Will Every Advertisement Become... a Store? Omdia Forecasts

KFi
Global consumer spending online is growing at an unprecedented rate. By 2025, it will reach $4.4 trillion, with the US alone accounting for $1.4 trillion. The boundaries between advertising, entertainment, and commerce are blurring, ushering in a new era of digital consumption.

What to Do When a Child Bites Nails? Advice from a Child Psychologist

patronat Reporterzy.info
For children, nail-biting is often a way to cope with boredom or stress. However, our role is to intervene when we notice this habit, not only for aesthetic reasons but also to address potential underlying causes. What might these be, and what can we do?

Predictive Analytics in Ads. Customer Doesn’t Know Yet, But Ad Does

Krzysztof Fiedorek
Artificial intelligence is changing the rules of marketing. Predicting customer behaviors through advanced AI algorithms and making data-driven decisions is already the present. The report "The State of AI," published by McKinsey, shows the impact this will have on the advertising and marketing industry.


See articles on a similar topic:

Large Online Ads vs. AdBlock. Poland Leads in Both Metrics

BARD
Large-format online ads make up 14% of Poland's online market, according to analyses by Gemius. This is the highest percentage among all surveyed markets. Paired with data on the rising popularity of ad-blocking—done by one-third of Polish internet users—it raises questions about the future of these ads.

Cold Mailing: What is the Optimal Word Count for Best Results?

Krzysztof Fiedorek
Forget about popular guidelines for marketers that can be found on Google. An analyst from Hunter.io conducted a study of a massive database of 34 million emails requesting contact. It turns out that the world of marketing cold mailing looks quite different today.

Internet Subscriptions: Market Value, Development Trends, and... Risks

KrzysztoF
According to McKinsey & Company, the number of subscription users globally has increased by over 17% in the past year. A report from UBS Group AG indicates that the total value of the global subscription market will reach as much as $1.5 trillion by 2025. This is twice as much as in 2020!

Short Social Video. IAB Poland Report on Short Videos in Social Media

Krzysztof Fiedorek
According to the IAB Poland report from May 2024, short video clips are becoming increasingly popular in Poland. In 2023, 61% of internet users in Poland watched the format known as short social video, and 23% of them created such videos themselves. Polish internet users spend an average of 43 minutes a day watching them.

More in the section: Marketing and PR

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.


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





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

advertisement
Read books and e-books

Read books and e-books

Okładka Understanding Media: The Extensions of Man
Understanding Media: The Extensions of Man
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 Mass Communication: Living in a Media World
Mass Communication: Living in a Media World
Okładka Trust Me, I`m Lying: Confessions of a Media Manipulator
Trust Me, I`m Lying: Confessions of a Media Manipulator
Okładka Hate, Inc.: Why Today`s Media Makes Us Despise One Another
Hate, Inc.: Why Today`s Media Makes Us Despise One Another
more books and e-books

Reporterzy.info

More about us

Our tools and services

Contact


© Dwornik.pl Bartłomiej Dwornik 2oo1-2o25