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DMEXCO survey 2021: The majority of German companies are not ready for the post-cookie era

Only 17 percent of German marketers already have a solution for the post-cookie era – that’s the finding from a recent survey conducted within the DMEXCO community. International companies are much more prepared: just under 40 percent of those surveyed already have a solution for when cookies are phased out.
July 7, 2021

Google had initially announced the end of third-party cookies for 2022, but recently extended the planned date by almost another year, making the digital industry breathe a sigh of relief because only very few companies are prepared for this change – at least in Germany, where almost a quarter of marketers are still looking at alternatives or firming up their options. More than 20 percent haven’t even thought about it yet. Internationally, it’s a different picture: only 2 percent of marketers haven’t yet explored solutions for the post-cookie era. Alongside the 40 percent who already have a solution, half of the companies surveyed are at least intensively addressing the dilemma or firming up their options.

Opinions are divided when it comes to data protection and privacy

The issue of data protection and privacy is extremely important to the majority of marketers in the DMEXCO community (about 60 percent in Germany and more than 80 percent internationally). However, there is a split picture in terms of whether data protection and privacy are compatible with digital marketing. While two-thirds of international respondents believe that they are entirely compatible, only a third of German respondents share that opinion. The majority of German marketers (almost 55 percent) think that they are only compatible with limitations, in contrast to just a quarter of international respondents (25 percent).

“There is no getting around the end of third-party cookies – even though Google has just extended the planned date again. Digital companies simply now have more time to look at alternatives. The entire industry is facing a paradigm shift that we can only master together. That’s why data protection, privacy, and a cookieless future are among the main themes of our DMEXCO conference this year. Together with our community, we want to discuss the opportunities and challenges of a post-cookie era,” says Thomas Mosch, DMEXCO Conference Director.

The non-representative DMEXCO Trend Survey was conducted by DMEXCO as an online survey in June 2021. Responses from 157 German and international participants from the DMEXCO community were evaluated. Participants included visitors, exhibitors, speakers, and journalists.

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DMEXCO is Europe’s leading digital marketing & tech event. We are the meeting place and a community for key players in digital business, marketing, and innovation. We bring together industry leaders, marketing and media professionals, and tech pioneers to set the digital agenda. Both globally informed and locally focused, DMEXCO offers an ecosystem with seminars, debates, expositions, and masterclasses outlining the future of the digital economy and driving market value.

In Cologne and online, we set the benchmark as a network and business platform for the digital economy. Decision-makers continue to educate themselves and be inspired, make contacts, and conclude deals. DMEXCO — where tomorrow’s digital business happens today. DMEXCO 2021 will take place on September 7 and 8, 2021.

The German Association for the Digital Economy (BVDW) – with the special participation of the Circle of Online Marketers (OVK) – is the ideational and professional partner of DMEXCO and owner of the DMEXCO brand. DMEXCO is organized by Koelnmesse.

Information, along with photos, videos, and original sounds and audio clips, can be found at,,, and