New YouGov Study Shows Only 25% of Advertisers are Ready for Cookie Deprecation, Advertisers Intend to Diversify Media Mixes in a Post-Cookie World

Core Insights - Taboola conducted a study with YouGov to assess advertiser readiness for cookie deprecation and its anticipated impact on their business [5][7][8] Group 1: Advertiser Preparedness - Only 25% of advertisers feel completely prepared for the cookie phaseout, indicating a significant gap in readiness [7] - 46% of advertisers support Google's decision to delay the cookie phaseout, reflecting uncertainty in the industry [7] Group 2: Changes in Advertising Spend - 44% of advertisers plan to shift their advertising spend to different channels as cookies are phased out, suggesting a strategic pivot in response to changing digital landscapes [7] - Search advertising (59%) and digital native advertising (55%) are viewed as the channels likely to provide the best performance and return on investment in a cookieless environment [13] Group 3: Taboola's Market Position - Taboola serves around 18,000 advertisers, reaching nearly 600 million daily active users, and is a leader in e-commerce recommendations with over 1 million monthly transactions [5] - The company has established partnerships with major digital properties, enhancing its market presence and credibility [9]