The biggest risk to the Open Internet is a false sense of security settling in. This isn't about Google, it's about consumer choice. Cookies are already blocked across 70% of consumers. For advertisers this means reach has disappeared and performance is harder to find, and for publishers this means yield has collapsed across 70% of inventory.
Cookies are still deprecating, Google are just explicitly placing the choice and the rollout of it in the hands of consumers instead.
When given a choice, consumers overwhelmingly opt-out. Permutive sits across >1B devices every month. Of those, 70% of consumers no longer have a cookie and within Chrome, 40% of consumers have manually disabled cookies themselves. The debate is simply with this new choice, do we go from 30% of consumers with a cookie, to 15%, or 10% or 5%. None of these options work.
Publisher first-party signals are the only signals which work across 100% of consumers.
Publishers need to invest in collecting and managing their first-party signals, and collaborating with the ecosystem to make them accessible. Advertisers need to invest in collaborating with publishers on top of those signals to find reach and performance. And when they do, Advertisers see sales double and CPAs halve, and Publishers see CPMs grow >90%.
We're seeing this at scale today—over a billion dollars in media spend transacts through our infrastructure. If you want to be a part of building a flourishing and performant Open Web, get in touch!
