Taboola Study Reveals Advertisers’ Perspectives on Cookie Deprecation and Channel Shifts

Explore the results of a YouGov study on Taboola that focuses on advertisers’ thoughts on the upcoming cookie phaseout and how it will affect advertising tactics.

Key Insights:

1. Preparedness and Response to Cookie Deprecation:
   • Only 25% of advertisers feel completely prepared for the cookie phaseout.
   • 46% of advertisers support Google’s decision to delay the phaseout, reflecting uncertainty and concerns among industry stakeholders.
2. Impact on Advertising Spend and Strategies:
   • 44% of advertisers anticipate reallocating advertising spend to different channels as cookies are phased out.
   • Advertisers are reconsidering their investment strategies to adapt to the changing digital advertising landscape.
3. Preferred Advertising Channels in a Cookieless World:
   • Search advertising and native advertising are identified as leading channels perceived to offer better performance and return on investment (ROI) in the absence of cookies.
   • Insights into why these channels are favored and their strategic advantages in targeting and engagement.
4. Study Methodology and Participants:
   • The YouGov study polled 202 decision makers in advertising and marketing from companies with at least 100 employees.
   • Fieldwork conducted online between 3rd – 9th May 2024, providing a snapshot of current industry sentiments and preparedness levels.
5. Implications and Future Directions:
   • Discuss the broader implications of advertisers’ responses and how industry trends may evolve as cookie deprecation progresses.
   • Future considerations for advertisers and strategic recommendations to navigate the cookieless future effectively.

Taboola’s study sheds light on advertisers’ evolving strategies and responses to cookie deprecation, underscoring the industry’s shifting landscape and the imperative for adaptation. As advertisers prepare for a cookieless future, understanding these insights will be crucial in shaping effective advertising strategies and maximizing ROI in the post-cookie era.