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
Characteristic
Share of respondents
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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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IAB (U.S.). (December 15, 2020). Data-based digital advertising actions marketers from the United States believed would be possible without third-party cookies as of November 2020 [Graph]. In Statista. Retrieved July 22, 2024, from https://www.statista.com/statistics/1227169/digital-advertising-actions-third-party-cookies-usa/
IAB (U.S.). "Data-based digital advertising actions marketers from the United States believed would be possible without third-party cookies as of November 2020." Chart. December 15, 2020. Statista. Accessed July 22, 2024. https://www.statista.com/statistics/1227169/digital-advertising-actions-third-party-cookies-usa/
IAB (U.S.). (2020). Data-based digital advertising actions marketers from the United States believed would be possible without third-party cookies as of November 2020. Statista. Statista Inc.. Accessed: July 22, 2024. https://www.statista.com/statistics/1227169/digital-advertising-actions-third-party-cookies-usa/
IAB (U.S.). "Data-based Digital Advertising Actions Marketers from The United States Believed Would Be Possible without Third-party Cookies as of November 2020." Statista, Statista Inc., 15 Dec 2020, https://www.statista.com/statistics/1227169/digital-advertising-actions-third-party-cookies-usa/
IAB (U.S.), Data-based digital advertising actions marketers from the United States believed would be possible without third-party cookies as of November 2020 Statista, https://www.statista.com/statistics/1227169/digital-advertising-actions-third-party-cookies-usa/ (last visited July 22, 2024)
Data-based digital advertising actions marketers from the United States believed would be possible without third-party cookies as of November 2020 [Graph], IAB (U.S.), December 15, 2020. [Online]. Available: https://www.statista.com/statistics/1227169/digital-advertising-actions-third-party-cookies-usa/
