Top alternatives for third-party cookies in Europe 2024

Published by Statista Research Department, Nov 11, 2024

During an 2024 survey conducted among advertising professionals in Europe, around seven percent of responding advertisers stated that they were evaluating telco-based IDs as an alternative to third-party cookies. In 2023, four telecommunications operators - Deutsche Telekom, Orange, Telefónica, and Vodafone - created Utiq, which offers such IDs in Europe. 

Leading alternatives to third-party cookies according to advertising industry professionals in Europe as of August 2024, by stakeholder type

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Release date

November 2024

Region

Europe

Survey time period

July and August 2024

Number of respondents

254 respondents

Special properties

among advertisers, agencies, publishers and ad tech vendors in 31 markets, with respondents having both pan-European and global remits

Method of interview

Online survey

Supplementary notes

Original question: “Which of the alternatives to third-party cookies do you find the most promising to balance out privacy requirements and advertising effectiveness?” 
The source does not provide a survey date. The date provided is the publication date.

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