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Ad industry split on the best cookie alternative as Google’s phaseout looms

For more insights and key statistics on the biggest trends in today’s most disruptive industries, subscribe to our Chart of the Day newsletter.

Nearly half (49.0%) of advertisers worldwide believe that activating their own first-party data is the most promising solution to cookie deprecation, according to DoubleVerify. However, only 16.6% of publishers say the same of this solution. Publishers’ top choice for replacing cookie-dependent tools is publisher first-party data activation, chosen as a promising solution by just 27.1% of advertisers.

Beyond the chart: No one solution was chosen as a top contender by more than 50% of respondents, suggesting many are still figuring out how to deal with Google’s deprecation of cookies in Chrome.

As the 2024 deadline approaches, we’re going to see a lot more trial and error among both cohorts as they scramble to find a solution that will work. Most will likely need to employ multiple strategies as these solutions gain momentum and adoption.

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Methodology: Data is from a May 2023 DoubleVerify report titled "Post-Cookie Questions: How Advertising Strategies and Sentiments Are Evolving." 406 advertisers and 404 publishers worldwide were surveyed during February 2023.