Topic: Third-party cookie deprecation

Third-party cookie deprecation - statistics & facts

In January 2020, Google announced that starting in 2022, its browser Chrome would no longer accept third-party marketing cookies. The move was later postponed to the first quarter of 2024, when Google began eliminating cookies for one percent of Chrome users. This was supposed to be followed by a full phase-out in the second half of the same year. However, in April 2024, complete deprecation was put off again until the beginning of 2025. The company cited “ongoing challenges related to reconciling divergent feedback from the industry, regulators and developers” as a reason for yet another delay. The United Kingdom’s Competition and Markets Authority (CMA) was especially vocal about its doubts regarding the move. In its April 2024 report, the agency ordered Google to pause the process until competition-related concerns were addressed.

Share of businesses that adopted at least one third-party cookie replacement solution worldwide
**%

Top cookie replacememtn solution being tested worldwide
First-party universal identifiers

Top issue marketers wants cookie replacement solutions to solve worldwide
(Re)targeting

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Current statistics on this topic

Marketing

Leading marketing concerns worldwide 2025

Online Advertising

Confidence to reach audiences without cookies among marketers worldwide 2023

Online Advertising

What consumers find creepy or cool about targeted ads & personalization 2024

Overview

Leading marketing concerns worldwide 2025
Leading marketing concerns worldwide 2025
Leading concerns in media and marketing initiatives according to marketers worldwide as of November 2025
Leading digital advertising concerns worldwide 2023
Leading digital advertising concerns worldwide 2023
Leading concerns for digital advertising strategies worldwide as of May 2023
Share of global marketers who believe that cookie deprecation will occur in 2024
Share of global marketers who believe that cookie deprecation will occur in 2024
Share of marketers who believed vs did not believe that cookie deprecation would occur in 2024 worldwide as of August 2023
Global monthly market share held by internet browsers 2012-2025
Global monthly market share held by internet browsers 2012-2025
Global market share held by leading internet browsers from January 2012 to September 2025
Google Chrome market share in largest digital ad markets worldwide 2026
Google Chrome market share in largest digital ad markets worldwide 2026
Market share of Google Chrome in the largest digital advertising markets worldwide in March 2026

Solutions

Share of businesses ready for cookie deprecation worldwide 2024
Share of businesses ready for cookie deprecation worldwide 2024
Share of businesses that adopted at least one third-party cookie replacement solution worldwide as of August 2024
Leading solutions to replace 3rd-party cookies worldwide 2024
Leading solutions to replace 3rd-party cookies worldwide 2024
Strategies or solutions favored by advertising professionals to address cookieless traffic worldwide as of August 2024
Satisfaction with solutions to replace 3rd-party cookies worldwide 2023
Satisfaction with solutions to replace 3rd-party cookies worldwide 2023
Level of satisfaction with third-party cookie replacement solutions among advertising industry professionals worldwide as of August 2023
Criteria used for selecting 3rd-party cookie replacement solutions worldwide 2023
Criteria used for selecting 3rd-party cookie replacement solutions worldwide 2023
Criteria used by businesses during selection of third-party cookie replacement solutions worldwide as of August 2023

Impact

Concern regarding the impact of cookie deprecation on business worldwide 2023
Concern regarding the impact of cookie deprecation on business worldwide 2023
Level of concern regarding the impact of third-party cookie deprecation on business among advertisers and publishers worldwide as of February 2023
Issues cookie replacement solutions are supposed to solve worldwide 2024
Issues cookie replacement solutions are supposed to solve worldwide 2024
Issues that advertising professionals wanted to solve with third-party cookie replacement solutions worldwide as of August 2024
Impact of third-party cookie deprecation on the ad industry worldwide 2024
Impact of third-party cookie deprecation on the ad industry worldwide 2024
Impact of third-party cookie deprecation on business according to marketers worldwide as of July 2024
Anticipated impact of cookie deprecation on business revenue worldwide 2023
Anticipated impact of cookie deprecation on business revenue worldwide 2023
Impact of third-party cookie deprecation on business revenue as anticipated by advertisers and publishers worldwide as of February 2023
Confidence to reach audiences without cookies among marketers worldwide 2023
Confidence to reach audiences without cookies among marketers worldwide 2023
Level of confidence about reaching audiences at scale without third-party cookies and IDs among brand and media agency executives worldwide as of January 2023
Platforms profiting from cookie deprecation worldwide 2024
Platforms profiting from cookie deprecation worldwide 2024
Platforms receiving marketing budgets formerly invested in cookie-based activations according to marketers worldwide as of July 2024

Spotlight: United Kingdom

Increase in ad budgets due to cookie deprecation in the UK 2023, by medium
Increase in ad budgets due to cookie deprecation in the UK 2023, by medium
Expected change in advertising budgets due to third-party cookie deprecation according to advertising decision-makers in the United Kingdom (UK) as of April 2023, by medium
Preparedness for 3rd-party cookie deprecation in the UK 2023
Preparedness for 3rd-party cookie deprecation in the UK 2023
Level of preparedness for third-party cookie deprecation in the United Kingdom (UK) as of September 2023
Use of GA4 in place of 3rd-party cookies in the UK 2023
Use of GA4 in place of 3rd-party cookies in the UK 2023
Share of advertising decision-makers from the United Kingdom (UK) who were planning to use Google Analytics 4 after the phase-out of third-party cookies as of April 2023
Likelihood to opt out of first-party cookies in the UK 2023, by age
Likelihood to opt out of first-party cookies in the UK 2023, by age
Likelihood to habitually opt out of first-party cookies among consumers in the United Kingdom (UK) as of December 2023, by age group
Likelihood to opt out of first-party cookies in the UK 2023, by website type
Likelihood to opt out of first-party cookies in the UK 2023, by website type
Likelihood to habitually opt out of first-party cookies among consumers in the United Kingdom (UK) as of December 2023, by website type
Share of UK consumers with data privacy concerns 2023, by age group
Share of UK consumers with data privacy concerns 2023, by age group
Share of consumers with concerns about data privacy when interacting with brand online in the United Kingdom (UK) as of December 2023, by age group

Spotlight: United States

Digital ad channels with increased ad spend in the U.S. 2024
Digital ad channels with increased ad spend in the U.S. 2024
Share of ad buyers who were planning to increase spending on selected digital advertising channels due to legislation and third-party cookie deprecation in the United States as of February 2024
Preparedness for 3rd-party cookie deprecation in the U.S. 2023
Preparedness for 3rd-party cookie deprecation in the U.S. 2023
Level of preparedness for third-party cookie deprecation in the United States in 2nd quarter 2023
Shifting from third-party cookies to another identity solution in the U.S. 2023
Shifting from third-party cookies to another identity solution in the U.S. 2023
Progress in finding a solution that enables audience targeting in cookieless environments among programmatic teams the United States by the end of 2023
Cookie-based vs cookieless programmatic ad buys in the U.S. 2023, by industry
Cookie-based vs cookieless programmatic ad buys in the U.S. 2023, by industry
Share of cookie-based vs cookie alternative programmatic advertising buys in the United States in 3rd quarter 2023, by industry
Identity solutions spending in the U.S. 2018-2022
Identity solutions spending in the U.S. 2018-2022
Spending on identity solutions for marketing and advertising in the United States from 2018 to 2023 (in billion U.S. dollars)
Ad targeting budgets in the U.S. 2023, by data type
Ad targeting budgets in the U.S. 2023, by data type
Distribution of advertising targeting budgets in the United States as of November 2023, by data type
Data types used by marketers for transactions with media sellers in the U.S. 2023
Data types used by marketers for transactions with media sellers in the U.S. 2023
Data types used by marketers and agencies for transactions with media sellers in the United States as of April 2023
Likelihood to opt out of first-party cookies 2023, by age
Likelihood to opt out of first-party cookies 2023, by age
Likelihood to habitually opt out of first-party cookies among consumers in the United States as of December 2023, by age group
Likelihood to opt out of cookies 2023, by website type
Likelihood to opt out of cookies 2023, by website type
Likelihood to habitually opt out of first-party cookies among consumers in the United States as of December 2023, by website type
Share of U.S. consumers with data privacy concerns 2023, by age
Share of U.S. consumers with data privacy concerns 2023, by age
Share of consumers with concerns about data privacy when interacting with brand online in the United States as of December 2023, by age group

Share of businesses that adopted at least one third-party cookie replacement solution worldwide
**%

Top cookie replacememtn solution being tested worldwide
First-party universal identifiers

Top issue marketers wants cookie replacement solutions to solve worldwide
(Re)targeting

Key figures

The most important key figures provide you with a compact summary of the topic of "Third-party cookie deprecation" and take you straight to the corresponding statistics.

- Share of Brazilian companies ready for the cookie phase-out
- **%
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Detailed statistics
Share of companies ready for third-party cookie deprecation in Brazil 2021-2023
- Top tech used in response to cookie phase-out in Brazil
- Data management platforms
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Detailed statistics
Top technologies used in response to third-party cookie deprecation in Brazil 2023
- Share of Brazilian marketers satisfied with customer data platforms
- **%
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Detailed statistics
Perception of technologies used in response to cookie deprecation in Brazil 2023

- Share of Indian marketers reliant on 3rd-party cookies
- **%
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Detailed statistics
Reliance on third-party cookies among advertisers in India 2022
- Share of Indian businesses that were accelerating readiness for a cookie-less future or keeping it a high priority
- **%
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Detailed statistics
Share of brands preparing for third-party cookie deprecation India 2022
- Share of Indian businesses that expect that cookie phase-out will hurt their businesses
- **%
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Detailed statistics
Impact of third-party cookies deprecation on businesses India 2022

- Share of UK marketers who believe they are well-prepapred for cookie deprecation
- **%
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Detailed statistics
Preparedness for 3rd-party cookie deprecation in the UK 2023
- Share of UK marketers familiar with cookie replacement solutions
- **%
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Detailed statistics
Familiarity with 3rd-party cookie replacement solutions in the UK 2024
- Top solution UK marketers were planning to implement after cookie phase-out
- Google Topics
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Detailed statistics
Solutions to the loss of 3rd-party cookies in the UK 2022
- Medium that will profit most from cookie phase-out in the UK
- Direct TV/OTT
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Detailed statistics
Increase in ad budgets due to cookie deprecation in the UK 2023, by medium

- Medium that will profit most from cookie phase-out in the U.S.
- Connected TV
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Detailed statistics
Digital ad channels with increased ad spend in the U.S. 2024
- Medium most negatively impacted by cookie phase-out in the U.S.
- Social media
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Detailed statistics
Media most negatively impacted by cookie deprecation in the U.S. 2022
- Share of U.S. programmatic teams that have a working addressable cookieless colution
- **%
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Detailed statistics
Shifting from third-party cookies to another identity solution in the U.S. 2023
- Potential revenue loss of U.S. broadcasting industry due to cookie phase-out
- ***bn USD
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Detailed statistics
Potential broadcasters' ad revenue losses due to cookie deprecation in the U.S. 2022

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Third-party cookie deprecation - statistics & facts

Key insights