Momentum for Testing Cookie Alternatives Stalls on the Buy Side

More buyers are taking a wait-and-see, rather than proactive, approach

While cookie deprecation threatens to upend the digital advertising economy next year, ad buyers are still taking a relaxed approach to test audience targeting alternatives.

During 2023 and late 2022, ad buyers’ efforts to test alternative IDs have lacked momentum, six ad-tech and publisher sources told Adweek.

“From the sell side perspective, nobody seems to be actually buying on these unique user IDs,” said a publisher ad-tech source, who wasn’t authorized to speak to the press.


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