11.11.2024 Marketing and PR
Advertising Without Cookies. Is the Industry Ready for a Digital Revolution?
Krzysztof Fiedorek
w wydaniu polskim
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
Trends and threats in online advertising. Media Quality Report 2025
Krzysztof Fiedorek
In 2024, the digital advertising world lost about 100 billion dollars due to fake impressions. A report published by Integral Ad Science shows that so-called fraud is getting smarter, and campaigns are increasingly exposed.
SEO and AI in Polish e-commerce 2025. Harbingers analysts’ report
Krzysztof Fiedorek
Although 44.56% of e-commerce traffic comes from organic results, over half of online stores are not seeing growth. The biggest surprise? A staggering 9.5 million monthly visits lost due to dead content. On top of that, 38% of companies still don’t appear in AI-generated answers - a new and growing source of visibility.
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.
See articles on a similar topic:
LabOOOratorium. Education, Business and Win-Win-Win Cooperation
fundacja OOO
How to combine diversifying activities in kindergartens and schools with setting innovative trends in education and social engagement of businesses? The educational foundation Ogólnopolski Operator Oświaty and the company Musicon show how to do it right.
Contextual Advertising in Print Media. PBC Measured Its Effectiveness
BARD
Print advertising, when placed in the appropriate editorial context, attracts 67% more attention than ads in other sections, according to research conducted for Polskie Badania Czytelnictwa (PBC). Contextual ads hold the reader’s gaze longer and engage them more deeply.
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.
