Three years after the initial research, ObservePoint and DMPG revisited the state of 3rd-party cookie dependencies across top websites in the US, UK, and Australia. Despite ongoing discussions around privacy, 3rd-party cookie use remains high at 79.8%, only slightly down from 81.7% in 2021. The UK showed improvements in consent-based cookie deployment, while the US and Australia continue setting cookies without explicit opt-in. Advertising remains the dominant category, now accounting for 86.6% of 3rd-party cookies. With Google's decision to keep cookies but allow user opt-outs, businesses must focus on 1st-party data, contextual targeting, and improved tag governance to adapt.

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