About three-quarters of online publishers in Europe provide first-party cookies for advertising purposes. In terms of quantity, these publisher cookies are close to the number of cookies passed to third parties (third parties).
According to a study by technology company technologie NoticeThis shows that European publishers are preparing for the new reality. This means that next year Google Chrome will no longer allow cookies for tracking and advertising purposes.
Only the publisher’s own cookies placed with the consent of the consumer are still allowed. In the United States, it mainly involves logging data behind the wall. In Europe, it is not ID-based data, but a first-party cookie.
Adform stated that it is now the CMO’s turn to manipulate their ecosystem.
Most major SSPs already allow first-party cookies to pass, with the exception of Google SSP and Xandr.
photo: Zhuoman (cc)