Publisher Ad Monetization 2022

Ad Buyers and Sellers Are Rewriting the Rules of Engagement as Privacy-First Era Dawns

Executive Summary

With their game plans (mostly) in place, publishers are beginning to reap rewards as the ad industry slowly moves beyond the third-party cookie. But questions about how much power publishers can take back remain unanswered.


  1. Where is the industry in its preparation for third-party cookie deprecation?
  2. How have privacy shifts (recent and scheduled) affected publisher ad monetization?
  3. How can publishers capitalize on these changes?

WHAT’S IN THIS REPORT? Updates on where publishers, advertisers, and intermediaries stand in the move away from third-party cookies and updated figures on adoption of third-party identifiers. 

KEY STAT: The number of publishers worldwide that incorporated Google’s publisher provided identifier (PPID) into their bid requests grew more than twelvefold so far in 2022. 

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    Table of Contents

    1. Executive Summary
    2. Key Points
    3. Publishers’ $10 Billion Problem
    4. Publishers Enter New Phase of Testing Identity Solutions
    1. The Open-ish Web?
    2. Publishers Betting on the Upside of Their Own First-Party Data
    3. How Publishers Can Approach the Third-Party Data Challenge
    4. Insider Intelligence Interviews
    1. Read Next
    2. Sources
    3. Media Gallery

    Interviewed for This Report

    Paul Bannister
    Chief Strategy Officer
    Interviewed June 21, 2022
    Julia Belanger
    The Washington Post
    General Manager, Zeus Technology
    Interviewed June 17, 2022
    Bruce Biegel
    Winterberry Group
    Senior Managing Partner
    Interviewed June 21, 2022
    Brian Chisholm
    Senior Vice President, Strategic Partnerships
    Interviewed June 30, 2022
    Travis Clinger
    Senior Vice President, Addressability and Ecosystem
    Interviewed June 21, 2022
    Mario Diez
    Interviewed June 23, 2022
    Will Doherty
    The Trade Desk
    Vice President, Inventory Development
    Interviewed June 29, 2022
    Jeff Hirsch
    Chief Commercial Officer
    Interviewed June 30, 2022
    Eric Hochberger
    Co-Founder and CEO
    Interviewed June 29, 2022
    Chris Kane
    Jounce Media
    Founder and President
    Interviewed June 16, 2022
    David Kohl
    President and CEO
    Interviewed July 6, 2022
    Garrett McGrath
    Senior Vice President, Product
    Interviewed June 28, 2022
    Scott Messer
    Leaf Group
    Senior Vice President, Media
    Interviewed June 15, 2022
    Nicole Perrin
    Advertiser Perceptions
    Vice President, Business Intelligence
    Interviewed June 22, 2022
    Matt Prohaska
    Prohaska Consulting
    CEO and Principal
    Interviewed June 15, 2022
    Mike Racic
    Interviewed June 28, 2022
    David Reischer
    Product Manager
    Interviewed June 29, 2022
    Mathieu Roche
    Co-Founder and CEO
    Interviewed July 14, 2022
    David Spiegel
    G/O Media
    Chief Revenue Officer
    Interviewed June 13, 2022
    Ratko Vidakovic
    Interviewed June 16, 2022
    Briian Wilson
    Vice President, Media Acquisitions
    Interviewed June 28, 2022

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    Max Willens


    Evelyn Mitchell
    Analyst, Digital Advertising & Media
    Tracy Tang
    Senior Researcher
    Paul Verna
    Principal Analyst

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