Only 25% of advertisers are fully prepared for the deprecation of the third party cookie, according to new research commissioned by Taboola.

The research, undertaken by YouGov on behalf of the content recommendation platform, polled 202 decision makers in advertising and marketing in companies with at least 100 employees, was conducted online between 3rd and 9th May 2024.

According to the study, 46% of advertisers said they were pleased with Google’s decision to delay the phaseout and 44% anticipate shifting advertising spend to different channels as the cookie is phased out. The channels ranked as the strongest in a cookieless world were search advertising and native advertising.

Taboola’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including Yahoo, CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo.