Teads: Nearly half of ad impressions handled are already cookieless

Considering Google's recent extension of the third-party cookie deprecation timeline, the advertising industry is grappling with both relief and uncertainty. Teads, a global advertising technology company, offers a unique perspective: according to them, nearly half of all ad impressions they currently handle are already cookieless.

This statistic suggests that a significant portion of the advertising ecosystem is already adapting to a future without cookies. Teads attributes this to their focus on cookieless solutions like contextual targeting and their Data Suite, which includes a cookieless translator and predictive audiences.

While some industry players expressed frustration with Google's extended timeline, Teads argues that the additional time offers valuable breathing room. With a projected end date in early 2025, businesses can leverage this period to solidify their cookieless strategies. Teads emphasizes that the delay should not significantly disrupt ongoing efforts towards a cookieless future, given the substantial cookieless inventory already available.

Teads positions itself as a leader in providing cookieless solutions. Their Data Suite allows advertisers to target audiences effectively without relying on third-party cookies. This suite offers features like:

• Cookieless translator: Bridges the gap between cookied and cookieless environments.
• Predictive audiences: Leverages machine learning to identify potential customers.
• Advanced contextual targeting: Analyzes content to deliver relevant ads.

Teads recommends a three-step approach for advertisers and publishers navigating the cookie deprecation:

1. Audit: Businesses should assess their current reliance on third-party cookies. Identifying areas of vulnerability allows for targeted testing of alternative solutions.
2. Test: Throughout 2024, advertisers and publishers are encouraged to experiment with cookieless solutions for targeting and measurement. By taking this proactive approach, advertisers and publishers ensure a smooth transition when cookies are phased out.
3. Invest: In markets where cookieless impressions surpass those with cookies (e.g., US, UK, France, Germany, Japan, Australia), Teads recommends investing in cookieless inventory now. This allows businesses to capitalize on this growing pool and potentially achieve positive results.

With nearly half of their impressions already cookieless, Teads demonstrates the increasing prevalence of cookieless advertising. By following Teads' recommended steps of auditing, testing, and investing, businesses can leverage this trend and navigate the cookie deprecation more effectively.