Wait And See: Publishers Punting On Cookie Deprecation Preparations (New Report)

The latest stay of execution for the perpetually doomed third-party cookie should, in theory, be that one last we-really-mean-it-this-time warning for publishers and advertisers to button-up their long-term digital plans.

Instead, the delay seems to be just another opportunity to see who is and who isn’t prepared, as a recent Teads survey of 555 publishers across the globe found that less than a third (32%) are actively preparing for a cookieless future.

“Most are delaying action, potentially waiting until after the full impact of the deprecation becomes unavoidable,” the Teads press release says. “53% are overwhelmed by the numerous cookieless solutions available and only 28% feel confident in their understanding of the new landscape.”

Teads said that almost half (45%) of the traffic on its SSP is cookieless as “publishers and advertisers are navigating uncharted territory.” But even as cookieless traffic is expected to both fill and yield less, 37% said they “appreciate the privacy benefits, expressing confidence in finding new alternatives.”

“Despite Google’s recent announcement, the phase-out has only been delayed until early 2025 and the reality of a cookieless world is here,” says Simon Klein, Teads’ Global SVP of Supply. “Our survey underscores the urgent need for industry-wide adaptation and the critical role of innovative solutions in this transition.”