Third-party cookies are here to stay on Chrome — but identifiers for iOS, Safari, and potentially Android are not. While this is a temporary relief for some, consumer behavior and privacy expectations have already shifted permanently. 

Our comprehensive “Addressability & Performance Best Practices Study” offers timely analysis on the current state of identity, what to expect in the next 6-18 months, and identifies critical gaps during this transitional period.

With all-new insights from over 170 survey responses, the report reveals benchmarks for both the buy and sell sides, along with expert commentary that highlights the need to prioritize privacy-first alternatives across all channels.

What You’ll Discover:

• Buy-side and Sell-side Benchmarks: Current practices and future plans of top brands, agencies, publishers, and media companies regarding addressability and privacy.
• Key Trends: How the industry is accessing more first-party data, trends in monetization, and the level of automation being adopted.
• Addressability Across Channels: Opportunities and challenges, especially in fast-growing areas like mobile in-app and connected TV (CTV).
• Future-Proof Strategies: Insights into the expected shifts over the next six to eighteen months as the industry continues to evolve.

Why read this report?

Addressability in programmatic has never been more complex, and every channel has its own nuances. Whether you’re on the buy-side or sell-side of advertising, this insights-packed report offers fresh perspectives on addressability and performance across channels.