The tech giant released a summary of results coming from tests run during Q1 2023 comparing cookie-based ads to cookie-less based ads. On the whole the results are kind of “meh” at first glance. Post cookie performed relatively in-line (reach down 2-7%; conversions per dollar down by 1-3%) versus cookies, but with a bunch of caveats. The clock is ticking on full cookie deprecation, but alternatives remain complex, elusive and challenging.
See Google’s official blog post for more detail, or check out analysis from AdAge or Marketing Dive.
