October 24, 2024
Ad Exchanger recently published an article featuring research from Shunto Kobayashi, Assistant Professor of Marketing, and Garrett Johnson, Associate Professor of Marketing.
Their study reveals that the Protected Audiences API (PAAPI), which aims to enable retargeting in Chrome without third-party cookies, shows promising effectiveness. Analyzing over 2,000 advertisers, the research found that while eliminating third-party cookies significantly reduced ad performance, utilizing PAAPI yielded better results eliminating cookies entirely. However, the effectiveness of PAAPI is hampered by low adoption rates in the industry.
“We’re not here to say which replacement is best – we’re neutral observers. We’re interested in technologies in general that can alleviate the impact that blocking third-party cookies can have,” Kobayashi adds.
The article highlights the need for broader adoption to mitigate the impact of third-party cookie removal on both advertisers and publishers.
