Advertiser Perceptions’ latest analysis suggests the industry shift away from third-party cookies picked up serious traction in the second half of last year, while a majority of the firms surveyed were still employing the ad-targeting tactic as of December. Some of the worst fears about cookie deprecation also seemed to recede. Still, future hits to performance could cause companies to change up their ad-tech roster, and 81% remain concerned about the impact the loss of cookies will have on their business.
