How do you prepare for a world without cookies?
Teads' third study on the imminent elimination of third-party cookies shows that publishers are looking to take action this year to prepare for a cookie-free world.
For the third time, Teads, the global media platform, has conducted a study among publishers on the topic of cookielessness. More than 300 of the best publisher brands from 49 countries were surveyed. The study represents a cross-section of small, medium and the largest media companies in the world. They answered questions about their level of knowledge about a world without cookies and how they are preparing for it.
Uncertain and confused
A large part of the publishers want to act this year
A majority sees the development as positive
First step for first-party data: A suitable login strategy
Partners are welcome for the future strategy
Omar Piras, VP Publishing for AT, CH, CEE and Nordics at Teads, says: "It is remarkable that publishers see these rapidly advancing developments as positive. Currently, there is a rapid succession of new technologies that can help media companies prepare well for the world without third-party cookies. At the same time, however, it also means constantly learning new things. This is the only way publishers can sustainably overcome their uncertainties and confusion. I see the new cookie-free advertising world as an opportunity for publishers to strengthen their media brands. By partnering with experienced technology companies in the cookieless space and focusing on high-quality content, publishers will continue to be able to offer the best opportunities for advertisers. We very much look forward to accompanying and supporting media companies on this exciting journey."
Teads is the leading global media platform for programmatic advertising. Through premium media partnerships, Teads enables advertisers and agencies worldwide to reach 1.9 billion people per month in brand-safe, reputable advertising environments. The Teads Ad Manager (TAM) end-to-end platform significantly improves the effectiveness and efficiency of digital advertising transactions: Advertisers and agencies can create ads, manage them directly and optimize them using state-of-the-art creative technology (Teads Studio). Teads has developed the Attention Program for measurability and increasing advertising effectiveness: It optimizes advertising media for all screens based on data and thus increases the success of advertising campaigns. Teads works with the leading marketers, agencies and publishers in a team of over 1200 employees in 30 countries.