Retail and Finance Advertisers Scale Cookieless SOV by 3X YOY

More programmatic buyers have pushed to adopt alternative identifiers to solve for signal loss, a move prompted by Google’s announcement of removing third-party cookies from 1% of Chrome users.

On average, publishers grew their cookie alternative share of revenue by 18% quarter-over-quarter (QOQ) in the first quarter on the 33Across Exchange. In particular, retail and finance advertisers tripled their cookie alternative SOV year-over-year.

In the latest 33Across Programmatic Cookie Alternative Trends Report, we highlight buy-side and sell-side cookie alternative trends on the 33Across exchange during Q1 2024.

Specifically, the report answers the following questions:

Programmatic Advertisers:

  • Which advertising vertical purchased the most cookie alternative inventory?
  • What was the share of programmatic buying for each advertising vertical by cookie-state 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?

    Key Takeaways:

    1. Cookie Alternative SOV Increased Across Most Advertiser Categories
    In Q1 2024 advertisers increased their cookie alternative SOV by an average of 7%

    2. Advertisers Saw a Significant Year-Over-Year Growth for Their Cookieless SOV
    Verticals had a 79% YOY average increase to their cookieless SOV in Q1 2024; however, the majority of programmatic buying remains on third-party cookies

    3. Remarkable YOY Cookieless SOV Growth for Finance and Retail Advertisers
    Retail and Finance experienced over 300% YOY growth in cookieless SOV in Q1 2024

    4. Publishers Increased Their Cookieless Revenue SOV Across All Categories
    Revenue from cookieless inventory grew by an average of 4% in Q1 for publishers on the 33Across Exchange

    Download the full report here to see specific performance data, platform buying behaviors, digital ad spend trends, and more.


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