Solutions employed over third-party cookie deprecation APAC 2021, by business type

In a survey conducted in the Asia-Pacific region in 2021, media professionals from four major markets shared their methods of handling the deprecation of third-party cookies and identifiers for advertisers (IDFA). Among the surveyed publishers, 32 percent stated that they are investing in first-party data to help authenticate users. Turning to exchange or supply-side platform (SSP) partners was another popular choice, as shared by over 20 percent of respondents from each business type. In the same survey, 67 percent of the respondents stated to be concerned about the deprecation of third-party cookies and 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.