STUDY: 81% Of Australia’s Top Websites Still Using Third-Party Cookies

STUDY: 81% Of Australia’s Top Websites Still Using Third-Party Cookies
SHARE
THIS



New research has revealed a significant dependency on third-party cookies across Australia’s top websites, with 81 of Australia’s top 100 most-visited sites setting cookies in a third-party context.

The study, which was conducted as a joint research project by DMPG, ObservePoint, and Similarweb, also revealed that the significant dependency on third-party cookies was broadly consistent across the Australian, US, and UK markets. 

In Australia, advertising tech accounted for 87.7 per cent of third-party cookie domain counts. A further 6.9 per cent were used for measurement and personalisation, while 2.2 per cent were functional and related to live chat, social sharing buttons and web surveys. A small number of sites were found to have third-party cookie dependencies for necessary functions relating to login and payments.  

In Australia, the average number of cookie domains per single site is 21, with 39 unique cookie names across the top sites. The maximum number of cookie domains counted on a single site was 84.

“While functional and necessary cookies only account for a relatively small proportion of all third-party cookies identified in Australia and the other markets, the potential for negative customer experiences is significant,” said James Wawne, managing director, DMPG. “It is important for companies to mitigate dependencies before browser support for third-party cookies is phased out of Google Chrome.

“The buzz surrounding third-party cookies has been growing since Google announced a move to phase out support in 2022, and while their most recent announcement has just extended this timeline to the end of 2023, companies need to act without delay,” said Wawne.

“The main takeaways from the research are clear. Companies need to start by acknowledging the risk and quantifying their exposure, then they need to dig into the details to understand the implications for each and every third-party cookie, before creating a roadmap to mitigate any dependencies. 

“Organizations who put off, or worse, fail to mitigate their third-party cookie dependencies run the risk of reduced marketing efficiency and return on marketing investment, diminished measurement capability, and site functionality issues, which could negatively impact customer experience,” he said.

In order to conduct the research, Similarweb provided the rankings data for the top 200 domains for each region based on site traffic. Adult sites were removed from the rankings data, as were sites that blocked crawling tech. ObservePoint crawled each of the top 100 domains to uncover which cookies each site used. After extracting the data, ObservePoint and DMPG collaborated to categorize the cookies and analyse the data.

 

Please login with linkedin to comment

Latest News

Eastern Standard Times Hold Launch Event In Deeply Cultural Setting
  • Media

Eastern Standard Times Hold Launch Event In Deeply Cultural Setting

Global media network Eastern Standard Times had their official launch event on Thursday (23/6) night at the Lucky Kwong restaurant in Sydney’s South Eveleigh, with the focus being placed on how this platform will provide Asian communities in Australia with a greater insight on what they need to know. Editor-in-chief Keshia Hannam, who served as […]

Cannes Lions: VICE Media Win Third Grand Prix For Their ‘Unfiltered History Tour’
  • Media

Cannes Lions: VICE Media Win Third Grand Prix For Their ‘Unfiltered History Tour’

On the third day of the 2022 Cannes Lions International Festival of Creativity, the “Unfiltered History Tour” campaign by VICE Media walked away with yet another Grand Prix, this time in the Social & Influencer Lions. The campaign, which was held in partnership with the British Museum by the Dentsu Creative teams of Mumbai, Bengaluru […]

Cannes Day Two: Paris Hilton Talks NFTs And What It Means For Brands
  • Media
  • Opinion

Cannes Day Two: Paris Hilton Talks NFTs And What It Means For Brands

B&T’s Nancy Hromin is in Cannes and managed to bag a seat at probably this year’s highlight event – an audience with the one-and-only, Paris Hilton! The socialite took to the stage alongside CEO of VaynerX and Vayner Media, Gary Vaynerchuk, and Swan Sit the board director of Edgewell, Novabay and Far Niente. The trio […]

Opinion

by B&T Magazine

B&T Magazine
Google Creates New Way For You To Filter Through The News Stories You See
  • Technology

Google Creates New Way For You To Filter Through The News Stories You See

Tech company Google has announced a number of new updates to its News and Search features that will give users greater control and more validated information in the stories they see on their screens. The look of Google News will be changing dramatically, giving way to the side of the screen for a bar that […]

In The Shadow Of Cannes Lions, NFT.NYC Brings Together The World Of Digital Investors
  • Technology

In The Shadow Of Cannes Lions, NFT.NYC Brings Together The World Of Digital Investors

While the marketing industry continues to keep its glaze focused on the South of France and the Cannes Lions International Festival of Creativity, a few thousands of kilometres further away in Manhattan there’s another “festival” going on. NFT.NYC is the biggest conjunction of Web3 artists and investors in the world and by the looks of […]

AKQA Unveils Ten Week Tee As The Winners Of Grand Prix For Future Lions 2022
  • Marketing
  • Technology

AKQA Unveils Ten Week Tee As The Winners Of Grand Prix For Future Lions 2022

Now in its 16th year, Future Lions, AKQA’s annual Cannes Lions competition to unearth the next generation of creative talent, has announced the winners and Grand Prix. The awards ceremony is taking place during the iconic Cannes Lions International Festival of Creativity. This year’s Grand Prix winner is Ten Week Tee, the team will now […]