Adform: 90% of UK brands have no way to remove third-party cookies

Research from ad management platform, Adform, finds that 90% of UK brands (78% globally) have no solution in place to remove third-party cookies while three-quarters (75%) of companies globally believe their removal will have an impact on their business. And only 3 in 10 (29%) of companies globally currently have a first-party ID solution, dropping to only 2 in 10 (22%) in the UK

As well as highlighting a significant lack of readiness for life without third-party cookies, the research also reveals marketers’ priorities are centered around finding time and cost efficiencies in a more transparent supply chain, and a desire to move towards ‘brand gardens’ – a purpose-built, future-proofed ecosystem where modern marketers are empowered with complete data ownership and management.

These findings need to be a wake-up call for marketers – the deprecation of the cookie is a ticking time bomb. With a year to go most UK marketers currently have no plan in place, as only 22% are actively working on first-party IDs.


Phil Acton, Country Manager, UK & BeNeFrance at Adform

The research also reveals marketers believe enhanced data ownership will unlock a range of much-needed benefits; the concept of a closed, brand-owned ecosystem – underpinned by first-party data, transparent costs, and operational adaptability – is viewed positively by over three-quarters (78%) of UK marketers.

Over three-quarters (79%) of respondents surveyed globally believe a brand garden would increase flexibility and data control, while more than two-thirds (70%) state the resulting improvements to trust and data transparency would be advantageous to their business outcomes.

Taking back control

More than nine in ten (92%) global marketers state cost and time efficiencies are key challenges in their supply chain, with almost two-thirds (63%) ranking these savings as the primary benefit of working with a single provider on a global scale. In addition, 63% of UK marketers say they lack control over their supply chain and this is a significant reason to move towards a clear, centralised point of oversight when deploying marketing campaigns.

Most likely, this is due to 50% of UK marketers prioritising rapid response capabilities in the ever-changing market, with greater time efficiencies enabling better agility. This also indicates a strong preference for consolidation and transparency throughout the supply chain to achieve greater control, likely driven in part by the findings from the recent ISBA programmatic supply chain transparency study.

The research – Effortless Modern Marketing – looked into current trends and sentiment regarding control and transparency, identity, cost efficiencies, and user experience, and was conducted with more than 1,000 marketing professionals across the UK, EMEA and the US, in conjunction with market research firm, Dynata.