February 8, 2022

US Data Leaders Who Were Somewhat/Very Prepared for the Loss of Third-Party Cookies/IDs, by Company Type, 2021 & 2022 (% of respondents in each group)


Respondents were asked, "How prepared do you believe your company to be right now regarding current/impending changes to 3P cookies and identifiers and the impact of consumer privacy legislation on ad tracking?" Data was provided to Insider Intelligence by IAB.


Data is from the February 2022 Interactive Advertising Bureau (IAB) "State of Data Report." 204 US data leaders were surveyed online during December 10, 2021-January 4, 2022 by Ipsos. Respondents included ad tech (25%), agencies (14%), brands (25%), data companies (11%) and publishers (25%) in the data role of users (61%) or provider (39%) in a job position of SVP/VP/Director (41%), Manager (36%), CxO (7%), account executive/analyst (6%), or strategies/other (10%). In addition, 30 minute interviews with 20 industry leaders were conducted during January 2022.