Marketers Shrug at Cookie Alternatives Without Google Deadline Pressure

Snapshot: Without the pressure of a looming cookie cutoff, marketers have cooled on adopting alternative identifiers for digital targeting and measurement. Although 70% of cookie-less bid transactions now include at least one alternative ID, buyers aren’t feeling urgency without a firm timeline from Google.

Client queries around cookie deprecation have tapered off, and many advertisers—particularly smaller brands—remain unconvinced of the ROI in overhauling their data infrastructure. Despite the availability of alt-IDs like Unified ID 2.0 and RampID, cookies still linger in 50% to 80% of Chrome traffic. As a result, many buyers are leaning into contextual targeting and first-party data from retail media networks instead. Bid throttling and limited client demand are also slowing adoption.

Media buyers say performance remains king, with most clients indifferent to whether IDs are used—so long as results are strong. Agencies continue to test alternatives but admit most clients aren’t asking for them. Even during pitches, agencies are emphasizing outcomes over ID tech. Until Google’s opt-out goes live, the path away from cookies is more meander than mandate.

Full story:  DIGIDAY