WASHINGTON, D.C.—Amid longstanding worries that the elimination of third-party cookies could have a major impact on the digital ad industry, the NAB and Borrell Associates have released a new study that estimates the broadcast television and radio industry would lose $2.1 billion in digital advertising revenue annually, representing 6.3% of the industry’s total advertising revenue, if third-party cookies were eliminated today with no privacy-preserving alternatives.
Google has said that it will begin phasing out third-party cookies that have traditionally been used to track online behavior in its web browser Chrome in the second half of 2024 (opens in new tab).
Borrell Associates president Jim Brown presented the study, commissioned by the National Association of Broadcasters’ (NAB) innovation wing PILOT, at NAB Show New York.
The study, “State of the Industry Report: What The…
