What Does Life After Third-Party Cookies Look Like?

What Does Life After Third-Party Cookies Look Like?

Over 250 marketers weigh in

Despite having known about the eventual deprecation of third-party cookies for over two years, there are still marketers without a strategy in place. And while Google pushed back its ban from 2023 to 2024, it’s unlikely the date will move again.

In its report “Life After the Third-Party Cookie,” Lytics spoke to 250-plus senior marketing executives to understand how they plan to adapt their advertising in the coming months to accommodate a cookieless infrastructure, while still reaching new audiences and achieving ROI.

Insights include:

  • Anticipation of financial impact: Large advertisers anticipate being hit the hardest, with third-party cookie reliance peaking at 56% compared to smaller companies.
  • Increased reliance on social networks: 62% of marketers plan to increase spend on Facebook and Instagram, where users spend nearly an hour per day per platform.
  • Focus on owned website data: 77% of marketers in the media and entertainment category will collect more first-party data to inform consumer purchase intent.

Stop putting off planning for a cookieless future—it’ll be here sooner than you know it. Download the report.

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