B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Aging
48%
48% -- share of advertisers and publishers expecting revenue increase after cookie phaseout for global advertisers and publishers (2024)
48% of global advertisers and publishers believe that their revenue will increase after cookies are phased out.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
48%
Unit
Percentage
Data Vintage
2024
Entity
Geography
Global
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
60
Independence
30
Methodology
45
Freshness
95
Source
DoubleVerify
Primary
Tier C
https://www.ammunition.agency/blog/the-way-the-cookie-crumbles ↗
Source Article
The Future of Third-Party Cookies | Ammunition Ad Agency | Ammunition
TLDR: Depending on how you are targeting, Google’s ongoing decision to phase out third-party cookies could be a major shift for your brand. However, we don’t think cookies are completely disappearing in 2024.
Who does this impact? Yup, you guessed it. Advertisers and publishers who heavily rely on 3…
Original Research
DoubleVerify
· Original study ↗
Methodology
Cited from DoubleVerify
Methodology documented
Segmentation
IndustryMedia
RegionGlobal
RoleAll marketers
Channelmulti-channel
Cite this stat
Plain Text
global advertisers and publishers: 48% share of advertisers and publishers expecting revenue increase after cookie phaseout. Source: DoubleVerify (2024). Via Lighthouse Intelligence -- https://lighthousedata.io/data/advertisers-revenue-increase-post-cookies
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<blockquote cite="https://lighthousedata.io/data/advertisers-revenue-increase-post-cookies" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>48%</strong> -- share of advertisers and publishers expecting revenue increase after cookie phaseout for global advertisers and publishers<br><small>Source: DoubleVerify (2024) · <a href="https://lighthousedata.io/data/advertisers-revenue-increase-post-cookies" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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