Digiday+ Research: Agencies, brands don’t agree on specific path beyond third-party cookie expiration
This research is based on unique data collected from our proprietary audience of publisher, agency, brand and tech insiders. It’s available to Digiday+ members. More from the series →
For all the news (and panic) associated with the coming death of the third-party cookie, there has been a flurry of action on the part of agencies and brands to prepare, but very little consensus on what that preparation entails.
Digiday+ Research found in an April survey that the vast majority of agency and brand professionals agree that preparations are underway for Google to sunset third-party cookies at the end of next year. But when asked about how exactly they are preparing, a majority was nowhere to be found.
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