Impact of cookie depreciation on advertising U.S. 2020

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During a 2020 survey carried out among marketers who were key decision-makers or influencers for digital advertising from retail, financial services, CPG, restaurants, and travel industries in the United States, 69 of respondents stated that they believed the elimination of third-party cookies and Apple's ID for Advertisers (IDFA) would have greater impact than the California Consumer Privacy Act (CCPA) and the General Data Protection Regulation (GDPR). Additionally, 83 percent anticipated moderate to significant impact on their digital advertising efforts.

Perceived impact of the deprecation of third-party cookies on the digital advertising industry according to marketers in the United States as of September 2020

Characteristic	Share of respondents who...
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Release date

October 2020

More information

Region

United States

Survey time period

August 26 through September 15, 2020

Number of respondents

259 respondents

Special properties

among marketers who are key decision-makers or influencers for digital advertising from e retail, financial services, CPG, restaurants and travel industries

Method of interview

Online survey

Supplementary notes

Original question: "What steps are being taken to address these impacts?"

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