"In the background, they're also contributing to the end of CPG advertisers' long-term reliance on the third party cookie. The industry's transition away from the cookie slowed, but hasn't stalled following Google's retreat from deprecation. Forrester's Q2 2025 Pulse survey found that 35% were reconsidering spending on cookie alternatives in response to Google's cookie deprecation walkback - but 53% expected to maintain existing ad spend, while continuing cookieless experiments or investments this year."
"CPG clients, however, are among the brands last to move on from the tech. Barring DTC firms, their business models mean they lack opportunities to collect first-party information on their customers, so by their nature, CPG advertisers are reliant on other parties for fine-tuned audience information. "They don't have a backbone of other data. And for an industry sector like this, which is so heavily advertised, having credible data sources is super important," said Pete Wallace, managing director EMEA at contextual targeting provider GumGum."
Rising CTV ad spend, investment in retail media networks and a retreat to paid social are shifting marketer priorities and accelerating the decline of the third-party cookie among CPG advertisers. The transition away from cookies slowed after Google's deprecation walkback, but many marketers continue cookieless experiments while maintaining ad budgets. Significant shares of marketers have invested in zero- or first-party data collection and are testing contextual approaches. CPG brands remain slower to move away due to limited first-party collection opportunities, but retail media data, alternative IDs, contextual targeting and CTV addressability are enabling a shift toward cookieless solutions.
Read at Digiday
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