Eighty-one percent of companies are reliant on third-party cookies while 85 percent of consumers want brands to use only first-party data, according to Twilio’s “State of Customer Engagement Report.”
The global survey of 3,450 business leaders and 4,500 consumers further found that more than half (55 percent) of companies are not fully prepared for a cookieless world. Forty-two percent predict the impending changes will lead to lower return on investment on their marketing spend.
Google plans to start blocking cookies in Chrome, the dominant browser, by the end of 2023. Firefox and Safari are already doing so.
