Brands say the end of third-party cookies will hurt their marketing a lot

By AdNews | 14 March 2023
Credit: Nathan Dumlao via Unsplash

The majority (79%) of brands across APAC region still rely heavily on third-party cookies, with over half (56%) of leaders expecting the end of third-party cookies will hurt their businesses, according research from Adobe.

More than one in three (38%) APAC leaders are not changing their marketing strategy out of a perceived lack of urgency, while others plan to change but are delaying cookieless preparation.

Morfe than Half (52%) APAC leaders still spend at least half of their marketing budgets on cookie-based activations – and 79% actually plan to increase spending on cookie-dependent activations this year.

Most (81%) still rely heavily on third-party cookies because they feel they’re very effective, while a quarter (23%) of respondents surveyed in Australia believe that third-party cookies aren’t going anywhere.  

The majority (86%) at cookie-dependent companies say that at least 30% of their total potential market is in environments where third-party cookies don’t work, such as social media platforms and on Apple devices, and 59% say that half or more of their potential market is in cookieless environments.

Many APAC leaders expect the end of third-party cookies will hurt their businesses, in some cases profoundly: 34% said it would “devastate” their businesses, 21% anticipate significant harm, and 25% predict a moderate negative impact. Over half of leaders (56%) in Australia say they can’t get the resources to evolve their strategies.

The research found that over half (54%) who use customer data platforms (CPDs) say they’ve already gained more direct relationships with customers, a rise in customer loyalty (42%), and an increase in the number and value of completed transactions (41%). CDPs also improve internal workflows, with 46% saying it enabled better and faster work across marketing and IT and more efficient ROI production (35%). 

Gabbi Stubbs, APAC Product Marketing and Strategy, Adobe, said: “Companies that aren’t diversifying their strategies are leaving money on the table today, and hurting their chances of gaining competitive advantages in the future.

“While a wholesale change in strategy takes commitment and long-term investment, the benefits are undeniable across all currencies that matter—from customer loyalty and satisfaction to a better bottom line.”

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