Digital ad actions deemed possible in the cookieless era in the U.S. 2020

Published by Statista Research Department, Apr 17, 2023
During a November 2020 survey carried out among U.S. brand and agency media planners and buyers, as well as marketers, 40 percent of respondents stated they believed they would be able to retarget digital ads after the loss of third-party cookies at the same scale as they did before.

Data-based digital advertising actions marketers from the United States believed would be possible without third-party cookies as of November 2020

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Release date

December 2020

Region

United States

Survey time period

November 12 to 30, 2020

Number of respondents

135 respondents

Special properties

among brand and agency media planners and buyers, as well as marketers

Supplementary notes

* Without 100 percent use of owned first-party data.
Original question: "Which of the following do you believe your teams will still be able to do (at the same scale/level currently or more) after the loss of cookies / identifiers? Select all that apply."

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Overview

6

Marketer perspective

6

Programmatic

7

Cookies

7

Customer data platforms (CDPs)

8

Customer perception

7

Further related statistics

17

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Topics

Data usage in marketing and advertisingMarketing technologyAdvertising consumption and perception in the U.S.Marketing personalization worldwideThird-party cookie deprecation
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