po polsku
Bing AI illustrationA 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/
COMMERCIAL BREAK
New articles in section Marketing and PR
Rules of SEO in the AI era. The end of FAQ rich results and spam
Sandra Kluza, Harbingers
Google is increasingly distancing itself from AI hacks and reminding us that quality content, technical site availability, and user utility remain the foundation of visibility. AI Search does not replace SEO.
Data analysis. Warning signs and technical debt
Aleksander Pawzun, CalmFox.pl
Until a few years ago, a classic data warehouse, overnight processing, and reports available in the morning were a sign of organizational maturity. Today, in many companies, these same solutions have become an invisible constraint.
Artificial intelligence in shopping. E-commerce 2026 report
Piotr Michalak, Altavia Kamikaze + K2
Already nearly 40% of Polish consumers use artificial intelligence on their shopping journey, although they often do so unconsciously. According to a report by the Altavia Kamikaze + K2 agency, the current year marks the final transition from traditional searching to recommendations based on AI.
See articles on a similar topic:
Browser Fingerprinting. Marketing Uses Digital Traces
BARD
A fingerprint created for each browser can identify not only a device but also a specific user. The data collected this way is mainly used for marketing purposes, which can result in cases where, for instance, a Mac user pays up to 30% more for the same product than a PC user.
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.
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.
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?
