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VOL. 4—Q2 2023


The 33Across Programmatic Cookie Alternative Trends Report1 identifies emerging buy-side and sell-side programmatic cookieless trends during Q2 2023. Advertising budgets from the largest programmatic buyers (Retail, Telecom, and Finance) are moving to cookieless environments to take advantage of this emerging marketplace before Google removes third-party cookies in 2024. 


The 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 vertical purchased the most cookie alternative inventory

  • What the share of programmatic buying for each advertising vertical is by cookie-state

  • Cookie alternative CPMs vs. cookied CPMs for advertising verticals

  • Which content categories monetized the most cookie alternative supply

  • And much more

1 Cookie alternative refers to identifiers exclusive of third-party cookies