Johnny Aldred Johnny Aldred Copy Editor, Performance Marketing World

The cost of going cookie-less: marketers predict 10 to 25 percent revenue decrease from loss of user-tracking tools

Despite upbeat talk of cookie deprecation as an ‘opportunity’ for marketers, most still think the loss of easy tracking on Chrome and iOS will bring more pain than gain…

A new report, Beyond the Cookie 2: Identity Solution Adoption & Testing Among Marketers and Publishers, paints a picture of a nervous industry as Apple brings in more privacy restrictions on its iOS14 platform and Google gradually phases out tracking cookies on Chrome. 

The study, from Lotame, found that two fifths (42 percent) of marketers say the loss of cookies will decrease revenue and over half of these (57 percent) expect a drop of 10-25 percent.