IAB Europe Post Third-Party Cookie Poll 2021

This short industry poll should take no longer than 10 minutes. The changes in third-party cookies will affect all stakeholders in the digital advertising business. Our annual survey aims to understand how these changes will impact the industry and companies are preparing.

The survey will close on Friday 28th January.

Thank you for your participation!
IAB Europe

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* 1. In your role which region / market(s) are you responsible for?

Austria

Belarus

Belgium

Bulgaria

Croatia

Czech Republic

Denmark

Finland

France

Germany

Greece

Hungary

Ireland

Italy

Latvia

Macedonia

Netherlands

Norway

Poland

Portugal

Romania

Russia

Serbia

Slovakia

Slovenia

Spain

Sweden

Switzerland

Turkey

Ukraine

Pan-European

Global – European countries plus others

Other (please specify)

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* 2. Is your company?

An advertiser

A publisher

An agency

An ad tech company

Industry association

Other (please specify)

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* 3. How much of a priority is finding an alternative to the third-party cookie for your company? 1 being not at all important and 5 being critically important

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* 4. How prepared is your company for the post-third-party-cookie era? (1 being not prepared at all and 5 being very prepared)

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* 5. What are you currently using third-party cookies for the most? (please select the top 2)

Delivering targeted advertising

Retargeting

Automation of campaign delivery

Measurement (campaign and web analytics)

Verification

Other (please specify)

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* 6. Has Googles’ plans to delay until 2023 changed your plans?

We are still on track with our plans

We have slowed down the progress of our plans

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* 7. Please add in any supporting statements for your choice above:

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* 8. What do you feel will be the biggest challenge in digital advertising without the third-party cookie? (please select the top 2)

Delivering targeted advertising

Retargeting

Automation of campaign delivery

Measurement (campaign and web analytics)

Verification

Other (please specify)

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* 9. Please add in any supporting statements for your choice above:

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* 10. How would you describe your knowledge of the alternative solutions being developed to third-party cookies?

	Very poor	Poor	Neutral	Good	Very good
Contextual targeting solutions	Contextual targeting solutions Very poor	Contextual targeting solutions Poor	Contextual targeting solutions Neutral	Contextual targeting solutions Good	Contextual targeting solutions Very good
First-party (owned and operated) identity solutions	First-party (owned and operated) identity solutions Very poor	First-party (owned and operated) identity solutions Poor	First-party (owned and operated) identity solutions Neutral	First-party (owned and operated) identity solutions Good	First-party (owned and operated) identity solutions Very good
Measurement Solutions	Measurement Solutions Very poor	Measurement Solutions Poor	Measurement Solutions Neutral	Measurement Solutions Good	Measurement Solutions Very good
Third-party identity solutions	Third-party identity solutions Very poor	Third-party identity solutions Poor	Third-party identity solutions Neutral	Third-party identity solutions Good	Third-party identity solutions Very good

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* 11. In light of the depletion of the third-party cookie, which solutions is your company focused on to continue delivering digital advertising?

	High focus	Moderate focus	Low focus	No focus
Contextual targeting solutions	Contextual targeting solutions High focus	Contextual targeting solutions Moderate focus	Contextual targeting solutions Low focus	Contextual targeting solutions No focus
First-party (owned and operated) identity solutions	First-party (owned and operated) identity solutions High focus	First-party (owned and operated) identity solutions Moderate focus	First-party (owned and operated) identity solutions Low focus	First-party (owned and operated) identity solutions No focus
Measurement solutions	Measurement solutions High focus	Measurement solutions Moderate focus	Measurement solutions Low focus	Measurement solutions No focus
Third-party identity solutions	Third-party identity solutions High focus	Third-party identity solutions Moderate focus	Third-party identity solutions Low focus	Third-party identity solutions No focus

Other (please specify)

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* 12. Please add in any additional comments on your preferred or chosen approach to your third-party cookie alternative solution

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* 13. Which solutions is your company looking at to continue measuring digital advertising campaigns? (please select all that apply)

Direct integrations between publishers and research suppliers

Lab-based measurement

Probabilistic exposure

Panel based research

Other (please specify)

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* 14. Please add in any additional comments on your preferred or chosen approach to measuring digital advertising campaigns after the depletion of the third-party cookie.

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* 15. Are you aware of the following post third-party cookie initiatives?

	Very aware	Moderately aware	Not aware
IAB Tech Lab Project Rearc	IAB Tech Lab Project Rearc Very aware	IAB Tech Lab Project Rearc Moderately aware	IAB Tech Lab Project Rearc Not aware
W3C	W3C Very aware	W3C Moderately aware	W3C Not aware
Google Chrome Privacy Sandbox	Google Chrome Privacy Sandbox Very aware	Google Chrome Privacy Sandbox Moderately aware	Google Chrome Privacy Sandbox Not aware
IAB Europe and IAB France Post Third-Party Cookie Task Force	IAB Europe and IAB France Post Third-Party Cookie Task Force Very aware	IAB Europe and IAB France Post Third-Party Cookie Task Force Moderately aware	IAB Europe and IAB France Post Third-Party Cookie Task Force Not aware
Prebid Identity Initiative	Prebid Identity Initiative Very aware	Prebid Identity Initiative Moderately aware	Prebid Identity Initiative Not aware

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* 16. Please add in any additional comments about your involvement with the above initiatives.

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* 17. Who are you looking to for guidance on the depletion of third-party cookies? (please select all that apply)

Industry bodies such as IAB Europe, national IABs

Publishers

Agencies

Ad tech companies

Media platforms

Other (please specify)

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* 18. How do you expect your revenue or business to be impacted following the depletion of third-party cookies?

Drop in revenue

No impact on revenue or business

Increase in revenue

Don't know

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* 19. What do you see as the key opportunities with the depletion of the third-party cookie? (please select the top 2)

Opportunity to leverage first-party data

Build direct publisher relationships

More focus on creative

More focus on the environment/context where the ad is served

More accurate campaign targeting

Deeper understanding of users/ better personalised content

Delivering/ receiving premium content

More meaningful/reliable audience data

Investment in a CRM solution

Focus on alternative metrics such as attention

Other (please specify)

IAB Europe Post Third-Party Cookie Poll 2021

Question Title

* 1. In your role which region / market(s) are you responsible for?

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* 2. Is your company?

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* 3. How much of a priority is finding an alternative to the third-party cookie for your company? 1 being not at all important and 5 being critically important

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* 4. How prepared is your company for the post-third-party-cookie era? (1 being not prepared at all and 5 being very prepared)

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* 5. What are you currently using third-party cookies for the most? (please select the top 2)

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* 6. Has Googles’ plans to delay until 2023 changed your plans?

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* 7. Please add in any supporting statements for your choice above:

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* 8. What do you feel will be the biggest challenge in digital advertising without the third-party cookie? (please select the top 2)

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* 9. Please add in any supporting statements for your choice above:

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* 10. How would you describe your knowledge of the alternative solutions being developed to third-party cookies?

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* 11. In light of the depletion of the third-party cookie, which solutions is your company focused on to continue delivering digital advertising?

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* 12. Please add in any additional comments on your preferred or chosen approach to your third-party cookie alternative solution

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* 13. Which solutions is your company looking at to continue measuring digital advertising campaigns? (please select all that apply)

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* 14. Please add in any additional comments on your preferred or chosen approach to measuring digital advertising campaigns after the depletion of the third-party cookie.

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* 15. Are you aware of the following post third-party cookie initiatives?

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* 16. Please add in any additional comments about your involvement with the above initiatives.

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* 17. Who are you looking to for guidance on the depletion of third-party cookies? (please select all that apply)

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* 18. How do you expect your revenue or business to be impacted following the depletion of third-party cookies?

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* 19. What do you see as the key opportunities with the depletion of the third-party cookie? (please select the top 2)

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* 20. Finally, what do you think the industry needs to do over the next two years in order to secure the future of digital advertising?