Adobe Study: Brands That Rely Too Heavily on Third-Party Cookies are Leaving Money on The Table Today, Risking Long-Term Business Harm

Three years after Google announced that third-party cookies would be deprecated – a timeline that subsequently shifted multiple times – we are still not living in a cookieless world. And while it’s reasonable for brands to continue to use third-party cookies as part of their marketing efforts, many are over investing in the strategy leaving money on the table today and hurting their chances of gaining competitive advantages in the future.

To quantify the current state of cookie dependence and the business consequences of inaction, Adobe surveyed 407 full-time marketing and consumer experience leaders in the UK. The overall sentiment is clear: Many marketers are not taking the necessary steps to evolve their data strategies, despite serious near- and long-term impacts on their businesses.

Key insights from UK marketing and customer experience leaders include:

Commenting on the findings, Jamie Brighton, Director of Product Marketing for EMEA at Adobe: “While marketers’ continued reliance on cookies isn’t surprising, public sentiment and the regulatory environment have shifted – consumers have become more conscious about companies’ aggregation of data, and trust has become the glue that binds customers to brands. Slowly but surely, companies are learning that they must collect data and deliver experiences in ways that build trusted, reciprocal relationships, and give consumers ultimate control over their data, including how their data is being used. The trend is clear: Brands are moving to platforms that are not reliant on third-party cookies, and those that ignore this trend are leaving money on the table today and putting their businesses in jeopardy in the longer term.”


Adobe commissioned independent research company, Advanis who surveyed 2,667 full-time marketing and customer experience leaders across eight countries – the United States, United Kingdom, Germany, France, Australia, New Zealand, Japan, and India. 1,208 of these are European brands and 407 are UK brands. Survey was conducted between November 8th and 22nd, 2022.