In October 2020, Adobe partnered with the renowned market and social research firm Advanis to conduct a comprehensive study on the cookieless future. The idea was to launch a third-party cookieless experience for the customers in the future years. Since the initial Identity Evolution study outcomes came out, Adobe and Advanis have reached out to consumers and professionals to understand the changing trends in urgency and readiness, potential solutions, and consumer perceptions. This study is significant because Apple has already acted on its promise of consumer consent for mobile app tracking with the iOS 14.5 rollout. Though Google has extended its expiration date of third-party cookies on Chrome to 2023, the study found that the marketers want to finish the task ahead of their competitors.
Adobe – Advanis Partnership Reveals Research Results on Cookieless Future
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