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VOL. 7—Q1 2024


The 33Across Programmatic Cookie Alternative1 Trends Report identifies emerging buy-side and sell-side programmatic cookieless trends that took place during Q1 2024. Discover the impact on advertising budgets from the largest programmatic buyers as they rapidly adopt alternative identifiers to solve for signal loss.


This report breaks down cookied vs. cookie alternative performance across the following 10 industries: Pharmacy/OTC, Auto, Travel, Finance, Telecom, Tech, Entertainment, Food & Drink, Insurance, and Retail. 


Specifically, this report highlights:

  • Which advertising verticals purchased the most cookie alternative inventory?

  • What was the share of programmatic buying for each advertising vertical by cookie-state2 and how is this trending?

  • Which content categories monetized the most cookie alternative supply?

  • What was the share of programmatic monetization for third-party cookies and cookie alternatives for each content category? 

1 Cookie alternative refers to identifiers exclusive of third-party cookies
2 Cookie alternative vs. cookied inventory