Cookies depreciation: impact on B2B marketing U.S. 2022

During a 2022 survey carried out among digital marketing and advertising executives at B2B organizations in the United States, 87 percent of respondents stated they believed that website analytics would be an area most impacted by third-party cookie deprecation at their organization. Targeted advertising was named by 76 percent of respondents.

Business-to-business (B2B) marketing areas expected to be impacted the most by third-party cookie deprecation according to marketers in the United States as of March 2022

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Release date

May 2022

More information

Region

United States

Survey time period

February 17 to March 4, 2022

Number of respondents

255 respondents

Special properties

among digital marketing and advertising executives at B2B organizations with an annual revenue greater than 100 million U.S. dollars

Method of interview

Online survey

Supplementary notes

Original question: "There is much talk about a 'cookie-less' future for marketers. What do you believe will be the biggest areas of impact on your digital marketing program resulting from this new paradigm?"

Multiple answers were possible.

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