The end of third-party cookies: three-quarters of publishers unsure about alternatives

Publishers are aware that the end of third-party cookies will present them with major challenges in the near future. However, only a few publishers are testing specific new solutions for user tracking and personalized online advertising. It is also unclear which technologies can best compensate for the loss of third-party cookies. These are the key findings of a survey conducted by the media platform Teads, in which over 450 publishers worldwide took part.

In Germany, Austria and Switzerland, around 60% of publishers surveyed said: "I understand the impact of the abolition of third-party cookies, but I am unsure about new solutions." 14 percent say they cannot assess how the changes will affect their business. Only a quarter of publishers say they have a clear understanding of all the new initiatives in the industry and their advantages and disadvantages. Internationally, the answers are similar.

Only 14 percent have a concrete action plan

When it comes to testing and implementing new tracking solutions, the results are even more alarming: only 14% of respondents in German-speaking countries state that they have drawn up an action plan and are testing cookie-free alternatives. 27 percent refer to special resources and teams that are currently focusing on this challenge. Just under 30 percent state that they keep up to date by reading the press. Just as many want to tackle the issue in the second half of the year.

"This survey highlights the lack of clarity publishers face when it comes to the end of the cookie. Despite being the most likely to be affected by the impact on revenue streams, many publishers are relying on unclear and often confusing updates from tech giants. Quality journalism has never been more in demand and we have seen a huge demand from brands looking to support premium publishers in all markets around the world. New forward-thinking targeting solutions are and will be an essential part of the advertising ecosystem. It is important to seriously and consistently address the topic now and to test and develop solutions for the post-cookie era together with strong partners," warns Omar Piras, Head of Publishing at Teads, in view of the survey results. "However, there are a number of promising alternatives available to implement effective advertising playout and successful targeting with high reach in the future."

Publishers also recognize this opportunity: 48% see the possibility of differentiating themselves from the competition through 1st party data and the quality of their content. 27% see the elimination of third-party cookies as progress for user data protection and are confident that they will find new alternatives to ensure the continuity of their services. However, just under a third of those surveyed - with multiple answers possible - said they expected a decline in advertising revenue. Around a fifth state that they are unable to assess the impact.

First-party data and contextual targeting before sandbox and universal IDs

When asked about specific alternatives, around 60 percent of respondents want to rely on first-party data or contextual targeting. 45 percent mentioned the Privacy Sandbox developed by Google and 38 percent universal ID solutions. According to 45 percent of respondents, they have a strategy to increase the use of logins. More than half of publishers see the potential disruption to the user experience as the biggest challenge with this approach. 36 percent cite the impact on loyalty and traffic and 30 percent the technical implementation and management of logins.

From the publishers' perspective, partners are also called upon to develop alternatives. Around 70 percent of respondents stated that they would ask existing or future partners about their cookieless solutions. Almost 60 percent also expect support in testing the solutions, while around half would like training and information. 45% would like new tools to be provided for their directly sold campaigns.

The media platform Teads surveyed digital experts from 452 publisher partners worldwide from the end of March to the beginning of April 2021 on the challenges and solutions in connection with the imminent discontinuation of third-party cookies. The figures in this report relate to the DACH region.