Advertising still looking for ingredient to replace cookies

Key stat: Cookies were used for 78% or more of US programmatic ad buys across industries as of Q3 2023, according to a November 2023 report from 33Across.

Beyond the chart:

• Google began phasing out third-party cookies for 1% of users today.
• Without cookies, we expect to see the pool of identity providers consolidate and contract as a few rise to the top.
• There’s still a chance Google will move the full deprecation of third-party cookies back even further, but at some point advertisers will need to figure out their cookieless strategies.

Use this chart:

• Compare your cookie preparedness with others.

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• Programmatic ad spend has gotten more diverse and mobile-dominated

Methodology: Data is from the November 2023 33Across "Programmatic Cookie Alternative Trends Report: Q3 2023." Results are based on advertiser data of 200 brands across 20 industries with over 1 billion monthly paid impressions and supply data of over 200 publishers across 10 categories with over 3 billion monthly paid impressions during Q3 2023.