Today, Teads unveiled its latest research on how prepared publishers are for the cookieless era.
In an update of the survey that was run in 2021, 449 publishers responded to questions about their plans for the deprecation of the cookie and which industry initiatives they’re looking at implementing.
Cookie education amongst publishers has dramatically improved year on year, with 30% of publishers now stating “I have a strong understanding of all the new initiatives in the industry and their benefits/drawbacks”, up from 23% in 2021.
Just 6% say “I have limited to no knowledge of cookies and the cookieless future”, down from 10%.
When asked how platform and regulatory changes in 2021 impacted planning for the cookieless future, 78% said that such changes either had no impact or actually accelerated their plans.
When asked about which data/targeting solutions are they likely to adopt, only 27% said that a privacy sandbox would be considered. Most (63%) see first party data as an answer, 59% appropriately see contextual within their offering, with unique ID seeing a good percentage at 43%.
Todd Tran, Chief Strategy Officer atTeads said “It’s a very exciting time for publishers…”
It’s encouraging to see that publishers are prioritising insulating their business models from external factors which may affect business, as well as speeding up their learning and adopting new technologies. The general outlook on cookie deprecation certainly seems to be more positive.