Ahead of Google’s third-party cookie deprecation deadline — which the company extended, but not by so much that the urgency to address the change disappears — publishers are working with supply-side platforms to test alternative ID solutions. Concurrently, media buyers are also solving identity and scalability challenges to ensure ad campaigns reach intended audiences.

Through quantitative survey data and qualitative insight from experts, this new PubMatic report explores how brand- and agency-side buyers are approaching addressability now to prepare for a post-cookies web. Download it to learn about:

Buyer tactics for accessing audiences without third-party cookies
Testing solutions that are proving effective and not so effective
The role of data clean rooms in expanding addressable audiences
How agencies’ needs compare and contrast with those of publishers