Teads releases data from its latest analysis of how the disappearance of cookies is affecting publishers and media outlets. Teads has conducted a survey of a sample of 451 managers of the digital area in 419 publishing companies throughout the world, between March 23 and April 14, 2021, on the panorama related to the disappearance of cookies from third parties.
Among the main conclusions, it stands out that 65% of those surveyed globally and 56% in the Spanish case do not follow a strategy to increase the use of logins at the beginning of the session, to specifically combat the disapproval of third-party cookies. The main reason is the concern about the interruption of the user experience and its possible impact on traffic.
The Main Alternatives to Third-Party Cookies
Among the main alternatives to third-party cookies that Spanish publishers are thinking of adopting are their first-party data (76%), contextual Nicaragua B2B list targeting (36%), the adoption of Universal ID (28%) or Google Privacy Sandbox (24 %), among other.
When it comes to solutions such as the use of Universal ID, publishers surveyed in Spain state that they are considering working with providers such as Zeotap (24%), TTD Unified ID 2.0 (16%), ID5 (12%) and others such as Liveramp ATS ( 8%) or Lotame Panorama ID (4%). 36% declare that they will implement Universal IDs, but that this will not be the only one of their solutions . “In this regard, fragmentation remains across various ID solutions, although Liveramp has announced support for Unified ID 2.0, a fact that reflects an early consensus and intent to unify the industry around Unified ID 2.0 .” in the words of Alberto Garcia, Publisher Director of Teads Spain and Portugal.
The Majority of Spanish Publisher
Ultimately, the majority of Spanish publishers (52%) see the upcoming changes as an opportunity. To differentiate themselves through their first-party data. Although 40% believe that the changes will affect the business. And estimate a possible decrease in advertising revenue in the first term. Although it is true that 32% are aware that these changes protect the privacy of users. And believe that alternatives will be found to ensure the continuity of their services.
36% of the publishers surveyed in Spain declare that they are informed and up-to-date on this topic. 28% are already taking measures or will do so during the second half of 2021. And 12% already have specific resources and teams focused on this business.
For Alberto García, “Publishers are experiencing times of change that they must face and in turn attend to the sudden updates of the technological giants. However, quality journalism is now more in demand than ever by users, and also increasingly valued by advertisers. For us, the coming months must be a concerted effort of collaboration. And coherence from all parties involved to ensure that consumer demands for privacy. Access to quality content on the open web and long-term business continuity are respect.