According to a new study by 33Across, advertisers still heavily rely on third-party cookies for programmatic advertising. The study also confirms retail has emerged as the largest programmatic buyer. Despite Google's plan to eliminate third-party cookies by the end of 2024 and introduce its cookie alternative through its Privacy Sandbox, the industry is not yet prepared. The industry is moving forward, however, with larger programmatic spenders shifting their investments to cookie alternatives to test and analyse performance before third-party cookies disappear. Second-tier programmatic spenders are also increasing their pace of cookieless spending, and this growth rate is expected to continue as third-party cookie inventory lowers.
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