Marketers are almost evenly split on their reliance on third-party cookies after Google's recent decision, with 49% opting to keep using cookies and 51% seeking alternatives.
Brand marketers show a clear preference for continuing with third-party cookies, with 54% stating they are inclined to rely on them despite Google's tracking changes.
Agencies are decisively shifting away from third-party cookies, with 60% indicating they will pursue alternative strategies in response to Google's cookie policy.
The divide between brand and agency marketers reflects varying levels of comfort with cookies, suggesting broader implications for future advertising strategies.
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