4 Tips for Publishers: How to Navigate Away From Third-Party Cookies

Today, the majority of programmatic revenue runs on third-party cookies, leaving almost half of a publisher’s inventory under-monetized. Looking ahead to Google’s plan to phase out third-party cookies in 2023, the problem will only get worse.

With over 40 registered ID Modules in Prebid and 80-plus IDs in-market to choose from, publishers have the daunting tasks of vetting, testing, and sustaining multiple ID solutions.  

If you’re a publisher seeking help on how to navigate post-cookie targeting, then we’ve got you covered, but you need to start now (if you haven’t started already).

Hint – to effectively transition to a world without third-party cookies, creating a portfolio approach for your authenticated and unauthenticated inventory will be key. Here are the 4 steps you should take:


Step 1 — Identify Your Browser Breakdown

It may sound surprising but many publishers aren’t aware of what their addressable gap is, or rather the analysis of their cookied vs. non-cookied inventory. Conducting this critical exercise will help you understand the browser breakdown of your audience and the potential incremental revenue opportunity. To learn more about how incremental revenue will give you a competitive advantage click here.


Step 2 — Conduct a Browser Revenue Analysis

Next, review the fill rate and revenue generated from each browser. This way, you can acknowledge what monetization you’re missing out on and identify areas of improvement. Continuously tracking these metrics may also help you glean some insight into the impact of your identity providers.


Did You Know: For most publishers, approximately 95% of revenue is driven by the 50% of their inventory that’s cookied.


Step 3 — Develop a Short-Term and Long-Term Plan

Planning to address both the cookieless present and future is essential for publishers. The today solution will help publishers earn incremental revenue and put publishers in a better position for when third-party cookies officially make their exit. 


Step 4 — Continue to Assess I️D Providers 

When speaking to vendors, the most important question to ask is, “How are you solving for Safari and IOS?” If they don’t have an answer, you can be sure that they are not the right fit. 


Pro Tip: If you are a 33Across publisher, you can see the revenue generated from Lexicon directly in your dashboard. Learn more here.


The Solution: Lexicon

We understand that the transition to a cookieless world is daunting for many publishers and it knowing which solution to choose is difficult. That’s why we’ve made Lexicon a seamless solution for publishers. 

33Across enables addressable technology for programmatic advertising. Here’s how Lexicon: our identity technology helps publishers:

  • Instantly addressability: Unlocks up to 90% of a publisher’s inventory
  • Differentiated demand: Integrated with over 10 DSPs targeting non-cookied inventory
  • Identity measurement: Unique insights into cookieless performance

See how our clients have seen exceptional results from using Lexicon:

Time is ticking on the cookie phase-out. Contact us today to get started with addressing your cookieless inventory.


By: Zoe Turnbull | Content Marketing Manager at 33Across