The once unthinkable — the elimination of the cookie as the organizing technology of online advertising — is now freely suggested. The cookie, a piece of technology nearly two decades old, is now under threat from lawmakers, browser manufacturers and even behemoths like Microsoft.
Here are 15 stats about the cookie that should concern anyone banking on it continuing to play such a prominent role in online advertising.
Three in 10 users delete their cookies every month. (Comscore)
Cookie deleters do so on average four times per month. (Comscore)
Dictionary.com in 2010 was found to drop 223 cookies on visitor’s browsers. (Wall Street Journal)
60 percent of survey respondents said they would want a Do Not Track law to prevent websites from collecting information about them. (Berkeley privacy study)
40 percent said they believe ad-supported websites can sell information about them. (Berkeley privacy study)
There have been 200 million downloads of Ad Block Plus. (Mozilla)
There have been 42 million downloads of Ad Block Plus in the past year. (Mozilla)
There are 15.8 million daily active users of Ad Block Plus (Mozilla)
89 percent of UK consumers thought the EU cookie law is a positive step. (Econsultancy)
23 percent of UK consumers would opt-in for websites to use cookies. (Econsultancy)
Evidon’s Ghostery software tracked 283 unique advertising tracking technologies, which includes cookies, in the first quarter of this year. (Evidon Global Tracker Report)
Over 60 percent of home computers are shared, which means shared cookies. (Comscore)
The average campaign frequency is 5.8 but the median is 2.0, which calls into question the effectiveness of cookie-based frequency caps. (Comscore)
.png){kind=link}
-
Blavity to continue building its virtual event model in the metaverse after successful AfroTech
AfroTech held its second conference in the metaverse this month and saw an uptick in attendance and revenue after focusing on creating an inclusive and comfortable space.
-
‘Exclusive is illusive’: U.K. publishers launch plan to mitigate loss of traffic when sources aren’t properly cited
It revolves around an email process whereby those publishers who have registered for the protocol are able to contact other publishers who have not cited exclusive content they’ve produced so that links can be updated.
-
Member ExclusiveMedia Buying Briefing: Despite lingering issues, cannabis marketing is growing as a new programmatic solution enters the fray
One attempt to bring more rigor and order to a confusing marketplace is a partnership between a programmatic ad platform for the cannabis market, and a French firm that’s in both the SSP and DSP sides of the business.
-
SponsoredHow advertisers are shifting mindsets to succeed amid iOS 15 and other identity challenges
On top of the impending cookie deprecation, Apple’s recent iOS 15 changes are causing concern for many advertisers by affecting pixels, IP addresses and email addresses. While these upcoming changes may be concerning for many, shifting mindsets and getting away from a binary way of thinking with solutions being 100% contextual or 100% universal IDs […]
-
SXM Media’s Lizzie Widhelm on the challenges advertisers face with podcast ad buying
Lizzie Widhelm, svp of ad innovation and B2B marketing at SXM Media, discusses announcer versus host-read ads in podcasts, measurement challenges and audience targeting -- and where she sees the industry going in 2022.
-
Member ExclusiveDigiday+ Research: Alternate identifiers now figure in advertising deals for two thirds of publishers
Regardless of size, publishers are taking a careful approach to incorporating alternate identifiers into their businesses.
