Google’s end of support for third-party cookies won’t happen until 2023 at the earliest, but the average publisher site now has more than five identifiers enabled on its inventory.
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.
3 KEY QUESTIONS THIS REPORT WILL ANSWER
Where is the industry in its preparation for third-party cookie deprecation?
How have privacy shifts (recent and scheduled) affected publisher ad monetization?
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.
Here’s what’s in the full report
3files
Exportable files for easy reading, analysis and sharing.
7charts
Reliable data in simple displays for presentations and quick decision making.
21expert perspectives
Insights from industry and company leaders.
Table of Contents
Executive Summary
Key Points
Publishers’ $10 Billion Problem
Publishers Enter New Phase of Testing Identity Solutions
The Open-ish Web?
Publishers Betting on the Upside of Their Own First-Party Data
How Publishers Can Approach the Third-Party Data Challenge
Senior Vice President, Addressability and Ecosystem
Interviewed June 21, 2022
Mario Diez
Peer39
CEO
Interviewed June 23, 2022
Will Doherty
The Trade Desk
Vice President, Inventory Development
Interviewed June 29, 2022
Jeff Hirsch
PubMatic
Chief Commercial Officer
Interviewed June 30, 2022
Eric Hochberger
Mediavine
Co-Founder and CEO
Interviewed June 29, 2022
Chris Kane
Jounce Media
Founder and President
Interviewed June 16, 2022
David Kohl
TrustX
President and CEO
Interviewed July 6, 2022
Garrett McGrath
Magnite
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
Prebid
President
Interviewed June 28, 2022
David Reischer
Permutive
Product Manager
Interviewed June 29, 2022
Mathieu Roche
ID5
Co-Founder and CEO
Interviewed July 14, 2022
David Spiegel
G/O Media
Chief Revenue Officer
Interviewed June 13, 2022
Ratko Vidakovic
AdProfs
Founder
Interviewed June 16, 2022
Briian Wilson
Epsilon
Vice President, Media Acquisitions
Interviewed June 28, 2022
Access full deck
View a slide-show representation of this report’s key insights, where carefully vetted data is combined with industry trend analysis, included at no extra cost.
Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry, included at no extra cost.
How US Data Leaders Expect the Coming Changes to Third-Party Cookies and Identifiers Will Affect Their Company's Use of Data, 2021 & 2022 (% of respondents)
How US Data Leaders Expect the Coming Changes to Third-Party Cookies and Identifiers Will Affect Their Company's Use of Data, 2021 & 2022 (% of respondents)