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.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

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.