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Preparing for Cookieless Audience Addressability

By 2022, third-party cookies will no longer be a feasible option for publishers to create addressable audiences. Unpacks how publishers provide engagement and targeting options sought by buyers.

Preparing for Cookieless Audience Addressability

By 2022, third-party cookies will no longer be a feasible option for publishers to create addressable audiences. Unpacks how publishers provide engagement and targeting options sought by buyers.

A cookieless web is forcing them to develop new, privacy-compliant methods to create and measure targeting segments and use first-party data to reach audiences at scale.

As publishers approach addressability alternatives, there are three critical challenges to consider: efficiently tracking and managing a diverse group of IDs in a centralized way over time, mitigating cross-device redundancies and working to link analytics to a vast number of screens and screen types.

Through quantitative survey data and insights from ad tech experts and publishers, this micro-report unpacks how publishers provide engagement and targeting options sought by buyers.

Download this report to learn:

  • Post-cookie implications for publishers
  • The challenges of tracking unique IDs at scale
  • How publishers are working to reduce device redundancies and achieve cross-site insights
  • Strategies for safeguarding revenue now and into the future

 

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