RECENT STORIES:

Global Times: Guangxi accelerates building an international AI coopera...
Xinhua Silk Road: Index decodes sericulture industry upgrade in S. Chi...
Responding to people’s concerns, pursuing the larger interests o...
The 2025 BRICS Forum on Partnership for New Industrial Revolution open...
Xinhua Silk Road: Discover a vibrant Rizhao on canvas
LOGIN REGISTER
MartechAsia
  • Features
    • Featured

      AI-powered hyper-personalisation: balancing automation with the human touch

      AI-powered hyper-personalisation: balancing automation with the human touch

      Friday, August 8, 2025, 2:14 PM Asia/Singapore | Features, Perspectives
    • Featured

      MarTech’s APAC frontier: How automation, data and AI drive marketing ROI

      MarTech's APAC frontier: How automation, data and AI drive marketing ROI

      Wednesday, July 30, 2025, 4:19 PM Asia/Singapore | Features
    • Featured

      The role of AI in luxury retail

      The role of AI in luxury retail

      Monday, April 14, 2025, 10:32 AM Asia/Singapore | Features, Perspectives
  • News
    • Featured

      CMO representation drops as marketing leadership faces unprecedented volatility

      CMO representation drops as marketing leadership faces unprecedented volatility

      Tuesday, September 9, 2025, 10:12 PM Asia/Singapore | Analysis, News
    • Featured

      Gill Capital redefines retail product discovery with Google-quality search

      Gill Capital redefines retail product discovery with Google-quality search

      Thursday, August 28, 2025, 5:02 PM Asia/Singapore | News, SEM & SEO
    • Featured

      How AI is improving workflow efficiencies and campaign outcomes

      How AI is improving workflow efficiencies and campaign outcomes

      Tuesday, August 19, 2025, 4:37 PM Asia/Singapore | Analysis, News, Newsletter
  • Perspectives
  • Analyses
  • Whitepapers
  • Directory
  • E-Learning

Select Page

Ad TechNews

The demise of third-party cookies and identifiers has huge implications for the Ad Industry: McKinsey

By Zafar Anjum | Monday, April 19, 2021, 3:47 PM Asia/Singapore

The demise of third-party cookies and identifiers will test the capabilities and preparation of advertisers, publishers, and data platform companies, says a McKinsey report.

By 2022, regulations designed to protect consumer privacy—particularly the California Consumer Privacy Act—and major technology companies will need explicit permission of users to share and use data generated from digital interactions.

Since users are generally not aware of how their data is used and most likely will not consent to sharing their data, it will have huge implications for the $152 billion US digital advertising industry. The industry will likely lose access to most third-party data, which has powered programmatic advertising, which is advertising purchased and sold using software, said a McKinsey report.

McKinsey researchers also said that “some executives in the US ad ecosystem do not think this loss will materially affect their revenue and finances”. However, the economic impact on advertisers, publishers, and providers of data platforms seems to be uncertain with major challenges affecting their business.

For example, “advertisers and publishers will now need to depend primarily on their own first-party data, or on data from walled gardens, contextual targeting, and greater support from data platforms,” the researchers said in their report.

It should be noted that the significance of programmatic advertising has increased manifold in the past decade and it accounts for 78.4 percent of US spending on display and video advertising in 2020.

Share:

PreviousForter and Adobe collaborate to help Magento commerce merchants with safer transactions and reduced false declines
NextExperience Management (XM) Platform: Qualtrics new customer experience solutions

Related Posts

Integral Ad Science experts take on 4 top digital trends in 2022

Integral Ad Science experts take on 4 top digital trends in 2022

January 27, 2022

The rise of VDOOH within games and in the metaverse is serious business

The rise of VDOOH within games and in the metaverse is serious business

October 13, 2021

All That Matters 2023 celebrates its 18th edition as APAC’s entertainment epicenter

All That Matters 2023 celebrates its 18th edition as APAC’s entertainment epicenter

August 17, 2023

Accenture launches dedicated Metaverse Continuum business group

Accenture launches dedicated Metaverse Continuum business group

March 22, 2022

Leave a reply Cancel reply

You must be logged in to post a comment.

Events

Events

ADVERTISEMENT

Whitepapers

  • DXPs Need to be Less Complicated

    DXPs Need to be Less Complicated

    Insights into what the idea …Read More »
  • Practical Applications of AI to Prioritize for Your DXP

    Practical Applications of AI to Prioritize for Your DXP

    Do you know how Artificial …Read More »

ADVERTISEMENT

ADVERTISEMENT

Case Studies

  • The rise of programmatic DOOH

    The rise of programmatic DOOH

    As a leading smart city, …Read More
  • Viettel Money increased online user registrations by 33% with Moloco

    Viettel Money increased online user registrations by 33% with Moloco

    The strategic partnership between Viettel …Read More
  • UEM Sunrise grows sales and relationships using trusted data, automation

    UEM Sunrise grows sales and relationships using trusted data, automation

    A leading Malaysia property developer …Read More
  • Home appliances company launches sustainable digital advertising project 

    Home appliances company launches sustainable digital advertising project 

    Arçelik Hitachi Home Appliances partners …Read More

  • Our Brands
  • CybersecAsia
  • DigiconAsia
  • Home
  • About Us
  • Contact Us
  • Sitemap
  • Privacy & Cookies
  • Terms of Use
  • Advertising & Reprint Policy
  • Media Kit
  • Subscribe
  • Manage Subscriptions
  • Newsletter

Copyright © 2025 MartechAsia All Rights Reserved.