Evans: Cookie Deprecation Only Truly Impacts One-Third of Digital Advertising
Benedict Evans · The Business of publishing · Jun 21, 2021 · at 10:27
Benedict Evans analyzes how third-party cookie deprecation disproportionately affects open-web publishers rather than first-party walled gardens.
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“The whole cookie apocalypse thing and the privacy thing and all of this stuff is actually only about sort of a quarter to a third of online advertising because there's YouTube. Which is where video advertising is, there's, well, let me put it another way, there is search advertising where the core of search advertising is what you typed in, and it's sort of informed by lots of other data, but the core of it is you search for X, so that's what you see, and then YouTube again, the core of it is what get, is the run of network, and there's some, it's, some of it is informed by what happened elsewhere, and the same thing on Instagram, and the same thing on Facebook and Amazon. My point is you've got Google, search, YouTube, Facebook, Amazon. Where all of it is sort of informed by cookies, but most of it is first party data and all the data that they have of what happens on that site. And the place where third party cookies and no tracking and everything else really kills is on sort of the bit that's left over, the bit that's called other. Which is, frankly, Condé Nast, which is sort of other, and News Corporation, and Yahoo, and AOL, and everything else, which is all in that sort of the remaining, whatever the number is, a third or so of online advertising, which is a bit where all the privacy stuff really impacts.”
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