Post-cookies: The New Identity Game

The pitch

65% of cookieless programmatic transactions already use an alternative identifier, and Google has abandoned Privacy Sandbox. Publishers who have not yet chosen their strategy (UID2, ID5, first-party data, clean rooms) risk losing a growing share of their ad revenue. CMP market consolidation — Didomi dominates 2/3 of French publishers — is rewriting the rules.

Key figures

• 65% of cookieless transactions have an alternative ID; average match rate 47% on open web
• UID2 reaches 90% of top 100 publishers on Equativ
• Didomi = CMP for 2/3 of French publishers

Target audience

Publisher data & revenue directions, digital ad networks.