85% of senior advertising executives expect budgets for digital out-of-home advertising to increase following web browser bans of third-party cookies
The majority of the global browser market has now phased out third-party cookies in response to protecting users’ privacy and personalizing a connection with the modern consumer. With Google Chrome, which controls the majority of the global browser market, following suit next year, 65.15% of the browser market will be open to new ad channels and solutions.
Alfi (NASDAQ:ALF), an AI enterprise SaaS advertising platform, surveyed senior advertising executives from around the world to learn more about the demise of third-party cookies and their focus on new ad channels and found that 85% expect budgets for digital out-of-home (DOOH) advertising and online advertising to increase. Furthermore, nearly four out of five (79%) anticipate budgets for television advertising to rise following the shift away from third-party cookies.
Commissioned by Alfi, Pureprofile, a global research company, conducted 100 interviews amongst senior advertising professionals from across the U.S., U.K., Canada, China, France, Germany, and the UAE. Interviews were conducted online in September 2021.