Report: Preparing for cookieless audience addressability

By 2022, third-party cookies will no longer be a feasible option for publishers to create addressable audiences. 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 qualitative survey data and insights from ad tech experts and publishers, this micro-report unpacks how publishers are working to solve these challenges, ensuring that they reach the right users with the right creative.

Download this report to learn:

Post-cookie implications for publishers and advertisers
The challenges of tracking unique IDs at scale
How publishers are working to reduce device redundancies and and achieve cross-site insights
Approaches publishers should be taking to prepare