Trend 03
The third-
The third-
party cookie
era is dead.
Even though the cookieless era is at hand, most companies remain dependent on third-party cookies.



Our Take
Percentage of companies that depend on third-party data for half or more of their marketing
81% of companies remain dependent on third-party cookies
Twilio Segment shows direct data collection is increasing
Growth over time in data warehousing and analytics apps usage on Segment
Best-prepared countries are least reliant on cookies
In Italy, Spain and Brazil, a majority of companies say they’re prepared for a cookieless world.
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Nubank: Fintech Trailblazer Sets Standard with Digital-First Approach
