Can You Monetize Without Cookies? Most Publishers Can’t—Yet.

As privacy constraints and AI-driven search upend the value of traditional signals, publishers are scrambling to keep every impression countable and valuable—especially on browsers like Safari and Firefox.

But more than half admit they’re not monetizing that cookieless traffic effectively. That’s a lot of lost revenue.

According to new research, 55% of publishers say they rely on open exchanges for cookieless inventory—and 60% lack confidence in how they measure identity performance.

Nearly half expect a 10–20% revenue lift from identity solutions, but the gap between expectations and outcomes remains wide. This isn’t just a tech issue—it’s a monetization mandate.

This research report and playbook—Monetizing Audiences in Cookieless Environments: Publisher Insights, Strategies, and Best Practices for Leveraging Identity Solutions—created in partnership with Intent IQ—uncovers how publishers are tackling identity today. You’ll find actionable insights on segmentation, taxonomy, PMP packaging, and testing frameworks to improve yield across all traffic types.

Enter your info below to download your copy to see where your peers are finding success—and where opportunity is still being left on the table.