Most UK marketers feel prepared for Google’s cookie cull

google cookie sandbox

On the day Google starts turning off the so-called cookie from its Chrome platform, 77% of UK marketers said they DO feel prepared for the cookieless age.

That’s according to a new study from PrimeAudience, the first company dedicated to utilising Chrome’s Protected Audience API and Topics API for cookieless behavioural targeting, as cookie deprecation begins for 1% of users.

End of the cookie era

PrimeAudience, in collaboration with independent research company Censuswide, surveyed 256 UK marketers in Q4 2023 to understand how far along they are in preparation for the deprecation of third-party cookies, including the tools and data being used to achieve results.

Respondents were optimistic, with 91% confident about the future, despite delayed preparations.

Barriers to preparation

When asked what the barriers are in terms of using the tools available, it is clear that education is key. 30% of respondents stated that they don’t know how to use Protected Audience API (also known as FLEDGE), with 32% of marketers stating the same for Google Topics API.

This statement is true across the board, given a third of UK marketers also admitted they don’t know how to use clean rooms (33%) or Universal IDs (30%) either.

However, when asked which cookieless solutions they plan to use in 2024, UK marketers put contextual targeting on top (34%), followed by Protected Audiences API (32%) and Google Topics API (30%), surpassing Universal IDs (28%).

Reasons to be optimistic

There is currently much at play, given many marketers are in the process of putting solutions in place, whether that is doing research (22%), are eager to start testing, but don’t know where to start (17%), doing early tests (18%), or implementing what’s needed following tests (21%).

There is a lot that can be done across the industry to support those already in the process.

The next steps

When asked what is most important to them in 2024, marketers were keen to understand how best to capitalise on online first-party data more effectively (49%), as well as to maximise on partnerships with technology partners (44%).

In addition, they see huge potential in the power of AI (38%), little less so on the role of offline first-party data (27%).

“While UK marketers feel confident about their preparation for the cookieless world, many have not even started testing cookieless solutions yet”, said Mateusz Rumiński, PrimeAudience VP of Product.

“The start of the cookie deprecation process from Chrome may be the right time to change it”.

“It is also good to see first-party data along with AI being perceived as a key enabler for this uncertain time. This view is directly aligned with PrimeAudience’s vision for the future of our industry.”