Media professionals' level of concern over third-party cookie deprecation APAC 2021

Published by Leander von Kameke, Jun 29, 2022
In a survey conducted among media professionals from four major markets in the Asia-Pacific region in 2021, 67 percent of the respondents stated to be somewhat or very concerned about the deprecation of third-party cookies and identifiers for advertisers (IDFA). As for the individual markets, respondents from India showed the highest level of concern.
In 2021, Google announced that third-party cookies would be phased out from Google Chrome in the second half of 2023. As brands and agencies have been relying heavily on cookie-based consumer data for targeted ads, this is set to mark a significant change in the digital advertising landscape.

Level of concern over the deprecation of third-party cookies and IDFA among media professionals in the Asia-Pacific region in 2021

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Release date

August 2021

Region

Asia, APAC

Survey time period

April 9 to 21, 2021

Number of respondents

207 respondents

Special properties

among media professionals working at brands, agencies, or publishers in Australia, India, Indonesia, and Japan

Supplementary notes

The acronym IDFA stands for 'identifier for advertisers'.

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Overview

5

Market segments

6

Programmatic

3

Ad spend

4

Ad reach

6

Ad fraud

5

Cookie deprecation

3

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Topics

Digital advertising in the Asia-Pacific regionDigital advertising in IndiaAdvertising in the Asia-Pacific regionDigital advertising in VietnamDigital advertising in Australia
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