Taboola (Nasdaq: TBLA), a global leader in recommendations for the open web, today announces the results of a study conducted on its behalf by YouGov, focusing on advertisers’ reactions to the deprecation of cookies.
Advertisers are preparing for a cookieless world, and despite Google’s recent decision to delay the elimination of cookies, they still have questions about their readiness for the new scenario and the ultimate effect on business results.
The new Taboola/YouGov study interviewed decision-makers in advertising and marketing to understand their level of preparedness for the cookie deprecation, the effect they expect it to have on their business, and how it will affect their decision to invest in certain advertising channels. Key highlights include:
- Advertisers are not ready for the cookieless future, and many agree with Google’s decision to delay the phase-out. Only 25% of advertisers are fully prepared for the elimination of cookies and 46% are satisfied with Google’s decision to delay the elimination.
- Advertisers will change how they spend in a cookieless world. 44% of advertisers anticipate shifting advertising spend to different channels as cookies are phased out.
- Advertisers realize that in a cookieless world, different channels deliver better performance and greater return on investment. Among the most effective are search engine advertising and native advertising.
YouGov’s independent study was conducted on behalf of Taboola and interviewed 202 advertising and marketing decision makers at companies with at least 100 employees. The fieldwork was carried out online, between May 3 and 9, 2024.
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