Publishers Struggle with Non-Cookie Identity Solutions: LiveRamp Study

Yesterday’s items on third party cookies prompted one reader to remind me that 70% of online advertising happens within the walled gardens of Facebook, Google, and Amazon, where cookies are irrelevant. But other publishers do rely on cookie-based targeting and advertisers are eager for alternatives to the triopoly. So it’s worth pondering this LiveRamp report that one-third of publishers have no cookie-free ID solution in place and 77% of publishers authenticate less than 50% of their visitor traffic. Most cookie replacements rely on user authentication such as logging into a Web site or providing an email address.