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Data privacy is increasingly becoming a consumer demand<\/a> and a metric of brand reputation<\/a> with 79%\u202fof consumers saying that\u202fit is a buying factor\u202ffor them,\u202faccording to a 2021 study by Cisco.<\/p>\n\n\n\n That\u2019s why, in the busy holiday season of high user traffic and online marketing, advertisers risk both heavy fines for non-compliance<\/strong> with global data privacy laws like the EU\u2019s GDPR<\/a> and California\u2019s CCPA\/CPRA<\/a> that require transparency and end-user control around the use of cookies, and negative customer relations<\/strong> if users don\u2019t feel that their right to this data privacy is respected.<\/p>\n\n\n\n To shed light on the state of third-party marketing cookies and the difficulties facing media advertisers and end-users alike, Ebiquity<\/a> - world leader in media investment analysis \u2013 and Cookiebot CMP teamed up to conduct a joint analysis of the state of third-party marketing cookies today.<\/p>\n\n\n\n Here are some of the key findings from the joint analysis. To see the full report, download it at Ebiquity<\/a>.<\/p>\n\n\n\n 51.6% of all cookies scanned were \u201cmarketing cookies\u201d<\/strong> Ebiquity<\/a> and Cookiebot CMP scanned a total of 185,600 cookies and found that half were \u201cmarketing cookies\u201d, i.e. trackers used by the domains to serve advertisement to their end-users.<\/p>\n\n\n\n 82.4% of all marketing cookies were third-party marketing cookies<\/strong> Ebiquity<\/a> and Cookiebot CMP also found that a substantial majority of all marketing cookies scanned on the large ad-funded websites were provided by third parties, e.g. media advertisers and not the websites themselves.<\/p>\n\n\n\n 92.6% of all scanned domains placed at least one third-party marketing cookie before the user had given consent <\/strong>Ebiquity<\/a> and Cookiebot CMP concluded that almost all websites scanned in the joint analysis were non-compliant with global data privacy laws, like the EU\u2019s GDPR, which requires explicit end-user consent to be obtained before any personal data is allowed to be processed.<\/p>\n\n\n\n 32.3% of all third-party marketing cookies were placed prior to user consent<\/strong> Ebiquity<\/a> and Cookiebot CMP detected that a third of all the cookies most often used by media advertisers to create successful online marketing campaigns were activated without the consent of the end-users, creating risks of high fines for non-compliance and eroding consumer trust.<\/p>\n\n\n\n 70.1% of all 3PMCs transfer data to non-EU territories <\/strong>Ebiquity<\/a> and Cookiebot CMP also found that two thirds of all third-party marketing cookies in use on some of the largest ad-funded domains transfer personal data from end-users out of the EU, e.g. to the US. This is only legal if the end-user has given their explicit consent to do so but, since a third of all third-party marketing cookies were used without such consent, advertisers face risks.<\/p>\n\n\n\n Download the full 3PMC report at Ebiquity<\/a><\/p>\n\n\n\n Scan your website for free to see all cookies and trackers in use<\/a><\/p>\n\n\n\n Try Cookiebot CMP free for 14 days<\/a> \u2013 or forever if you have a small website.<\/p>\n\n\n\n Cookiebot CMP is a plug-and-play consent management platform built around an unrivaled scanning technology<\/strong> that can detect all cookies and similar tracking technologies of any website, regardless of shape and size.<\/p>\n\n\n\n The Cookiebot CMP scanning technology simulates real-life users<\/strong> visiting a website \u2013 scrolling, browsing and clicking, and activating all cookies and trackers embedded on the domain e.g. by the use of advertising platforms, analytics services and social media plugins.<\/p>\n\n\n\n In fact, Cookiebot CMP finds 63% more cookies and trackers<\/strong> than any competitor CMP on the market.<\/p>\n\n\n\n In this joint analysis, the powerful Cookiebot CMP scanning technology was able to scan and analyze 796 out of 1,000 domains provided by Ebiquity<\/a> based on programmatic ad investments of the top 100 global advertisers.<\/p>\n\n\n\n All scans were performed by Cookiebot CMP<\/a> from an IP address in the EU. A total number of 185,600 cookies were scanned.<\/p>\n\n\n\n Ebiquity<\/a> is a world leader in media investment analysis, providing independent, fact-based advice that enables brand owners to perfect media investment decisions and improve business outcomes. More than 70 of the world\u2019s top 100 advertisers choose Ebiquity<\/a> as their trusted independent media advisor.<\/p>\n\n\n\nKey findings from the Ebiquity x Cookiebot CMP report<\/h3>\n\n\n\n
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How was the Ebiquity and Cookiebot CMP analysis carried out?<\/h3>\n\n\n\n
About Ebiquity and Cookiebot CMP<\/h3>\n\n\n\n