As the digital landscape evolves, reliance on third-party cookies is rapidly diminishing.
According to an EMarketer analysis of StatCounter data, nearly 87% of US browsers could transition to a cookieless environment in the long term.
A July EMarketer survey further supports this shift, indicating that less than 1 in 5 (17%) of US consumers consistently accept third-party cookies when prompted.
With Google’s new consent-based model and Microsoft Edge’s plans to remove cookies by the end of 2024, the ability to track users through third-party cookies could be significantly reduced.
EMarketer’s Chrome’s New Path for Privacy report suggests that only about 10% of US browsers may remain trackable.
As analyst Evelyn Mitchell-Wolf highlighted on the “Behind the Numbers” podcast, cookies are “going to be the exception rather than the rule.” Advertisers and publishers must shift their focus to cookieless strategies, such as Google’s Privacy sandbox, data clean rooms, or alternative identity solutions, she said.
Ariel Ben Solomon is the Growth and Strategy manager at Ecomhunt. He is the host of the Ecomhunt Podcast. Can be followed on Twitter at @ArielBenSolomon
