{"id":3989,"date":"2020-06-10T14:12:00","date_gmt":"2020-06-10T14:12:00","guid":{"rendered":"https:\/\/publir.com\/blog\/?p=3989"},"modified":"2021-02-12T07:34:01","modified_gmt":"2021-02-12T07:34:01","slug":"pre-post-third-party-cookie-blocking-browser-comparison-what-our-data-shows","status":"publish","type":"post","link":"https:\/\/publir.com\/blog\/2020\/06\/pre-post-third-party-cookie-blocking-browser-comparison-what-our-data-shows\/","title":{"rendered":"Impact of 3rd Party Cookie Blocking on Ad Revenues: What our Data Shows"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Our proprietary data, tracking publisher ad CPMs on individual devices and browsers, has given us a unique, comprehensive picture as to the precise effects that cookieless browsers have had on rates.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><em>Browser Background Information<\/em><\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Chrome is the world\u00e2\u20ac\u2122s most used browser and is still using third-party cookies. However, Google has said that it will end Chrome\u00e2\u20ac\u2122s use of third-party cookies entirely by 2022.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In 2017, Apple gradually began increasing cookie restrictions that started with the introduction of Safari&#8217;s Intelligent Tracking Prevention (ITP). By March 2020, Apple had blocked all third-party cookies by default for all users with the release of Safari 13.1.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Firefox, beginning in June 2019, enabled their Enhanced Tracking Protection by default for all new users. This feature blocks third-party cookies, making it much harder for advertising and tech companies to track a Firefox user.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Edge, unlike Firefox, does not block third-party cookies by default. There is no tracking protection in Edge\u00e2\u20ac\u2122s private-browsing mode either.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><em>2020 Usage by Browser*<\/em><\/strong><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"618\" src=\"https:\/\/publir.com\/blog\/wp-content\/uploads\/2020\/06\/Screen-Shot-2020-06-09-at-10.51.54-AM-1024x618.png\" alt=\"\" class=\"wp-image-3990\" srcset=\"https:\/\/publir.com\/blog\/wp-content\/uploads\/2020\/06\/Screen-Shot-2020-06-09-at-10.51.54-AM-1024x618.png 1024w, https:\/\/publir.com\/blog\/wp-content\/uploads\/2020\/06\/Screen-Shot-2020-06-09-at-10.51.54-AM-300x181.png 300w, https:\/\/publir.com\/blog\/wp-content\/uploads\/2020\/06\/Screen-Shot-2020-06-09-at-10.51.54-AM-768x463.png 768w, https:\/\/publir.com\/blog\/wp-content\/uploads\/2020\/06\/Screen-Shot-2020-06-09-at-10.51.54-AM-1536x926.png 1536w, https:\/\/publir.com\/blog\/wp-content\/uploads\/2020\/06\/Screen-Shot-2020-06-09-at-10.51.54-AM.png 1562w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption><strong><em>* Based on data from Publir\u00e2\u20ac\u2122s client reaching more than 30 million monthly unique users, mostly US-based.<\/em><\/strong><\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><em>Safari browsers<\/em><\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">We found that a small percentage of people on iPad are still using the older version of Safari that allows for third-party cookie tracking. This version of Safari had a CPM 3x higher than the CPM for users with Safari 13 that does not allow for third-party cookies on the same device. Similarly, for iPhone Safari users, the pre-third party cookie blocking browsers generated a CPM that was 2.5x higher than the CPM by Safari 13.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"584\" src=\"https:\/\/publir.com\/blog\/wp-content\/uploads\/2020\/06\/Screen-Shot-2020-06-09-at-1.38.50-PM-1024x584.png\" alt=\"\" class=\"wp-image-3991\" srcset=\"https:\/\/publir.com\/blog\/wp-content\/uploads\/2020\/06\/Screen-Shot-2020-06-09-at-1.38.50-PM-1024x584.png 1024w, https:\/\/publir.com\/blog\/wp-content\/uploads\/2020\/06\/Screen-Shot-2020-06-09-at-1.38.50-PM-300x171.png 300w, https:\/\/publir.com\/blog\/wp-content\/uploads\/2020\/06\/Screen-Shot-2020-06-09-at-1.38.50-PM-768x438.png 768w, https:\/\/publir.com\/blog\/wp-content\/uploads\/2020\/06\/Screen-Shot-2020-06-09-at-1.38.50-PM.png 1462w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><em>Chrome browsers<\/em><\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">According to our data, the ad CPM for Chrome users, despite the device type, are significantly greater than those generated on post-third party cookie Safari browsers. We also found that the ad CPM for Mac Chrome users was similar to that of pre-third party cookie blocking Safari browsers. Our data also indicates that:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>The latest version of Windows Chrome browser CPM was 3x that of the Windows Firefox CPM.&nbsp;<\/li><li>The latest version of iPhone Chrome CPM was 2.8x that of the latest version of iPhone Safari 13 CPM.<\/li><li>The latest version of iPad Chrome CPM was 3x that of the latest version of iPad Safari CPM.<\/li><li>The latest version of desktop Mac Chrome CPM was 3.6x that of the latest version of desktop Mac Safari CPM.<\/li><\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"678\" src=\"https:\/\/publir.com\/blog\/wp-content\/uploads\/2020\/06\/browsers-1024x678.png\" alt=\"\" class=\"wp-image-3993\" srcset=\"https:\/\/publir.com\/blog\/wp-content\/uploads\/2020\/06\/browsers-1024x678.png 1024w, https:\/\/publir.com\/blog\/wp-content\/uploads\/2020\/06\/browsers-300x199.png 300w, https:\/\/publir.com\/blog\/wp-content\/uploads\/2020\/06\/browsers-768x509.png 768w, https:\/\/publir.com\/blog\/wp-content\/uploads\/2020\/06\/browsers.png 1356w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Publisher ad revenue is largely affected by the browser choice of their users. For the browsers in which third-party cookie tracking is enabled, such as the older version of Safari and current versions of Chrome, CPMs are significantly higher than all browsers that have disabled third-party cookie usage.&nbsp; We estimate that if Google blocks third-party cookies by default in Chrome&nbsp;as expected in 2022,&nbsp; this could result in revenue declines of up to 40% unless publishers implement measures to mitigate this loss.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Check out what Publir\u00e2\u20ac\u2122s doing to prepare for the deprecation of Chrome\u00e2\u20ac\u2122s third-party cookies <a href=\"https:\/\/publir.com\/blog\/2020\/04\/how-were-preparing-for-the-death-of-third-party-cookies\/\">here<\/a>.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Our proprietary data, tracking publisher ad CPMs on individual devices and browsers, has given us a unique, comprehensive picture as&#8230;<\/p>\n","protected":false},"author":1,"featured_media":3996,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[155,160],"tags":[163,172,193,196,165,194],"class_list":["post-3989","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ads","category-monetization","tag-chrome","tag-compliance","tag-datadriven","tag-google","tag-privacy","tag-thirdpartycookies"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/publir.com\/blog\/wp-json\/wp\/v2\/posts\/3989","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/publir.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/publir.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/publir.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/publir.com\/blog\/wp-json\/wp\/v2\/comments?post=3989"}],"version-history":[{"count":6,"href":"https:\/\/publir.com\/blog\/wp-json\/wp\/v2\/posts\/3989\/revisions"}],"predecessor-version":[{"id":4000,"href":"https:\/\/publir.com\/blog\/wp-json\/wp\/v2\/posts\/3989\/revisions\/4000"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/publir.com\/blog\/wp-json\/wp\/v2\/media\/3996"}],"wp:attachment":[{"href":"https:\/\/publir.com\/blog\/wp-json\/wp\/v2\/media?parent=3989"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/publir.com\/blog\/wp-json\/wp\/v2\/categories?post=3989"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/publir.com\/blog\/wp-json\/wp\/v2\/tags?post=3989"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}