The ‘cookiepocalypse’, set to occur in late 2024, is fast approaching. Google will withdraw support for the third-party cookie (3PC) in its Chrome browser, leaving just one browser in ten able to deliver the functionality that has supported online marketing and advertising since the birth of the commercial internet.
This London Research report, produced in partnership with Relay42, is based on a survey of 319 global senior marketing professionals. The white paper reveals how well-prepared (or not) brands are for the challenge of adapting to a cookieless future.
Key findings:
- Almost three-quarters (72%) of respondents say the loss of the third-party cookie poses a major challenge for their businesses.
- However, almost two-thirds (61%) see the move away from third-party cookies as positive
- CDP-equipped companies are 7X more likely than non-CDP users to see the move as having a 'significantly positive impact' on their business (30% v 4%)