The truth is, third-party cookies aren't just dying, but are already dead for a significant part of the internet. In most markets, 30% to 60% of users are currently using devices, browsers, and channels, that no longer support them. The growth of cookieless environments has a direct impact on the quality of your ad campaigns, affecting targeting, frequency capping, tracking, and performance measurement.

The industry needs to move forward. The good news is that solutions exist and are already widely adopted by publishers.

Between 80% and 97% of the top 1,000 publishers already share first-party IDs, according to our analysis of Bid Requests sent across major markets. Discover more about these different IDs.

In the meantime, advertisers need to know how ad platforms embrace cookieless capabilities. Most buy-side technology providers are delaying for time and it’s hurting advertisers.

Adform has made addressing changes to the ID landscape a central focus. Our development teams have been working since 2018 on making Adform FLOW a privacy-centric, first-party Advertising Platform by design. While the rest of the industry is still discussing possibilities, we’ve celebrated the first anniversary of our 100% operational and proven solution: ID Fusion.