SlideShare a Scribd company logo
1 of 14
Download to read offline
Identity Indicator
Facing the cookieless future: Market trends on a
privacy-first digital advertising ecosystem
March 2021
Table of Contents
Countdown to the end of cookies
01
03
04
05
User identification
Alternative IDs
Consent
02 Browser & user privacy
06 Methodology and sources
2021 Identity Indicator | Smart
Countdown to the End of Cookies
Preparing for a cookieless future is top of mind for programmatic buyers and sellers alike as we
seek to understand the impact cookie and ID deprecation will have across the digital advertising
industry. Our Smart Identity Indicator is a quarterly look at key metrics across eight major
markets to offer a snapshot of the current state of consent and identity within the industry and
highlight overarching trends as we shift towards a privacy-first digital advertising ecosystem.
MARCH HIGHLIGHTS:-
● Most desktop and mobile traffic still comes from browsers accepting cookies. When it comes to
usage of browsers limiting 3rd party cookies, in general, countries that fall under GDPR show
higher rates across both desktop and mobile.
○ One exception is the USA, which ranks highest in mobile browser usage limiting cookies
at 34% - likely due to the large percentage of iPhone users in comparison to other
markets.
● Germany, which in 1970 was the first country to introduce data protection regulation, ranks highly
across multiple metrics, highlighting how their long history of data protection has shaped user
expectations and behaviors.
○ Highest desktop browser usage limiting 3rd party cookies at 34%, a number 9
percentage points higher than France, who comes in second at 25%.
○ Largest share of auctions taking place without user ID at 45%, a number 12 percentage
points higher than the USA coming in second at 33%.
● 22% of the auctions in France currently register without consent to use personal data. This
number is significantly higher compared with the other GDPR countries - and a market we are
watching - as we expect this number will rise as the latest CNIL recommendations go into effect
April 1.
2017
2018
2019
2021
2022
3rd party cookies - 1
day blocked on read
All 3rd party cookies
blocked on read
GDPR
Firefox follows
Safari
IDFA limitation
on Apple iOS 14
California Consumer
Privacy Act
All 3rd party cookies
blocked on read
2021 Identity Indicator | Smart
Browser Cookie Policy
BROWSERS AUTOMATICALLY LIMITING 3RD PARTY COOKIES:-
Safari: Intelligent Tracking Prevention (ITP) is in place and blocks sending
cookies to third parties determined to be “trackers.”
Firefox: Enhanced Tracking Protocol (ETP) limits cookies by default for
desktop and Android users.
BROWSERS STILL ACCEPTING 3RD PARTY COOKIES:-
Internet Explorer 11 and Microsoft Edge: Do not restrict 3rd party
cookies by default.
Google Chrome: Does not block 3rd party cookies by default, but plans
on doing so in 2022.
Opera: Has no restrictions concerning 3rd party cookies in their policy.
2021 Identity Indicator | Smart
0% 25% 50% 75% 100%
DESKTOP
Auctions coming from browsers still
accepting 3rd party cookies. (Google
Chrome, Internet Explorer, Microsoft Edge
and Opera)
Auctions coming from browsers limiting
3rd party cookies. (Safari and Firefox)
SHARE OF AD INVENTORY FROM BROWSERS ALREADY
LIMITING 3rd PARTY COOKIES
2021 Identity Indicator | Smart
0% 25% 50% 75% 100%
SHARE OF AD INVENTORY FROM BROWSERS ALREADY
LIMITING 3rd PARTY COOKIES
MOBILE
Auctions coming from browsers still
accepting 3rd party cookies. (Google
Chrome, Internet Explorer, Microsoft Edge
and Opera)
Auctions coming from browsers limiting
3rd party cookies. (Safari and Firefox)
2021 Identity Indicator | Smart
WHAT IS A USER ID?_
A single identifier associated with an individual or household across
different platforms. Provides insight used to deliver more relevant ads.
Can be one of three types:
● First-party (created by a publisher)
● Third-party (created by a tech provider)
● Industry ID solution
EXAMPLES OF USER IDs USED FOR DIGITAL ADVERTISING:_
● Cookies
● Device IDs
● IFAs (Identifier For Advertising) on mobile/OTT devices
User Identification
2021 Identity Indicator | Smart
SHARE OF AD INVENTORY WITHOUT USER IDENTIFIERS
Auctions without user ID - no cookie,
mobile ID or other user ID sent in the
bid request
Auctions with user ID - cookie,
mobile ID or other user ID sent in the
bid request
2021 Identity Indicator | Smart
Alternative IDs aim to replace 3rd party cookies/IDs by using a same
shared ID across the whole advertising chain.
HOW?_
Two methods:
● Inferred / Probabilistic:
Uses passive identification signals, such as an IP address, to
create a unique pseudonymous identifier.
● Deterministic:
Uses a user-provided piece of information, such as an e-mail
address or a phone number, to create an anonymized identifier for
all the websites and brands that have collected it.
EXAMPLES OF ID PROVIDERS:_
ID5, LiveRamp (IdentityLink), Unified ID (The Trade Desk), LOTAME
(Panorama ID), Publisher Common ID (PubCID)
Alternative IDs
2021 Identity Indicator | Smart
Auctions without Alternative ID sent in
the bid request (header bidding traffic)
Auctions with Alternative ID sent in the
bid request (header bidding traffic)
SHARE OF AD INVENTORY WITH ALTERNATIVE IDs
19%
ITALY
UK
SPAIN
MEXICO
USA FRANCE
BRAZIL
GERMANY
33%
24% 5%
22%
30%
40%
40%
2021 Identity Indicator | Smart
CONSENT UNDER GDPR:_
Over the last three years, consent and the use of personal data have become major
topics of discussion. In response, guidelines have been established in many markets to
ensure the respectful use and protection of internet user data.
The General Data Protection Regulation (GDPR), which became a model for many
national laws outside the EU, was implemented in 2018 and provides guidelines for the
collection and processing of a user’s personal data within the European Union and also
around the transfer of personal data outside the EU.
The following charts represent Smart’s auction share under GDPR guidelines for
European traffic only.
Consent
WHAT IS CONSENT?_
Consent relates to whether or not users authorize the website visited to process their
data. This access is granted through a Consent Management Platform (CMP).
Publishers use CMPs for: requesting, receiving and storing user consent; preferred
vendors; and communicating why they are collecting user information.
2021 Identity Indicator | Smart
SHARE OF AD INVENTORY WITH NO POSITIVE
CONSENT Auctions with consent to use personal
data (GDPR applies)
Auctions without consent to use personal
data (GDPR applies)
7%
93%
GERMANY
FRANCE
22%
78%
4%
96%
SPAIN
5%
95%
UK
95%
5%
ITALY
2021 Identity Indicator | Smart
All data in this report comes from Smart’s SSP and
was collected from March 8, 2021 through March 28,
2021 on web and/or mobile inventory across all
Smart’s publishers for selected markets.
Data was collected for the following markets: Brazil,
France, Germany, Italy, Mexico, Spain, the UK and
the USA.
Information was retrieved from the following sources:
The IAB
Clearcode
GDPR.EU
2021 Identity Indicator | Smart
Methodology and Sources
About
As one of the leading independent adtech players, we work directly with hundreds of buyers and more than 1,000 publishers
worldwide. Our independent ad tech platform and shared-interest business approach enables brands and publishers to get
their fair share of ad value at every opportunity, on their terms. We prioritize accountability and transparency throughout the
ecosystem and we are helping our publishers and demand partners succeed in a cookieless future through three
main initiatives:
❏ Targeting without user IDs. We are developing contextual and performance-driven cookieless targeting options,
and are actively testing in parallel cohort-based approaches like Google FLoC.
❏ Vertical integration and first-party data activation to deliver a true value exchange and enable the user to share
their data with the publishers and brands they trust.
❏ Support of alternative IDs. In a fragmented market, publishers and buyers will need a common way to share data
in compliance with user consent.
Visit smartadserver.com to learn more.
2021 Identity Indicator | Smart

More Related Content

What's hot

Horizon Partners Newsletter 2013-11-22
Horizon Partners Newsletter 2013-11-22Horizon Partners Newsletter 2013-11-22
Horizon Partners Newsletter 2013-11-22Tyson Hendricksen
 
Fall 2016 programmatic_Magna Global
Fall 2016 programmatic_Magna GlobalFall 2016 programmatic_Magna Global
Fall 2016 programmatic_Magna GlobalBreno Barcelos
 
E marketer programmatic_buying_roundup
E marketer programmatic_buying_roundupE marketer programmatic_buying_roundup
E marketer programmatic_buying_roundupNicolas Bariteau
 
LUMA Digital Brief 008 - Scape of Cards
LUMA Digital Brief 008 - Scape of CardsLUMA Digital Brief 008 - Scape of Cards
LUMA Digital Brief 008 - Scape of CardsLUMA Partners
 
LUMA Digital Brief 005 - Market Report Q3 2015
LUMA Digital Brief 005 - Market Report Q3 2015LUMA Digital Brief 005 - Market Report Q3 2015
LUMA Digital Brief 005 - Market Report Q3 2015LUMA Partners
 
When Device Recognitio an Programmatic Buying Intersect
When Device Recognitio an Programmatic Buying IntersectWhen Device Recognitio an Programmatic Buying Intersect
When Device Recognitio an Programmatic Buying IntersectAdTruth
 
China Digital Marketing Trends 2020
China Digital Marketing Trends 2020China Digital Marketing Trends 2020
China Digital Marketing Trends 2020Next Ren Shanghai
 
Analysis within the online coupon market
Analysis within the online coupon marketAnalysis within the online coupon market
Analysis within the online coupon marketAK1388
 
IAB Europe Webinar Deck: Research Awards Winners - Consumer Behaviour and Med...
IAB Europe Webinar Deck: Research Awards Winners - Consumer Behaviour and Med...IAB Europe Webinar Deck: Research Awards Winners - Consumer Behaviour and Med...
IAB Europe Webinar Deck: Research Awards Winners - Consumer Behaviour and Med...IAB Europe
 
Digital Coupon Market Executive Overview
Digital Coupon Market Executive OverviewDigital Coupon Market Executive Overview
Digital Coupon Market Executive OverviewPatrick Seaman
 
Adex benchmark 2014 de IAB Europa - Inversión publicitaria online en Europa
Adex benchmark 2014 de IAB Europa - Inversión publicitaria online en EuropaAdex benchmark 2014 de IAB Europa - Inversión publicitaria online en Europa
Adex benchmark 2014 de IAB Europa - Inversión publicitaria online en EuropaIAB México
 
Ebit - Buscape- #34 webshoppers english 2016
Ebit - Buscape- #34 webshoppers english 2016Ebit - Buscape- #34 webshoppers english 2016
Ebit - Buscape- #34 webshoppers english 2016Brian Crotty
 
Inca brand safety whitepaper
Inca brand safety whitepaperInca brand safety whitepaper
Inca brand safety whitepaperdigitalinasia
 
10 Years of Brand Crisis & Controversies in China - November 2019
10 Years of Brand Crisis & Controversies in China - November 201910 Years of Brand Crisis & Controversies in China - November 2019
10 Years of Brand Crisis & Controversies in China - November 2019Next Ren Shanghai
 

What's hot (17)

Horizon Partners Newsletter 2013-11-22
Horizon Partners Newsletter 2013-11-22Horizon Partners Newsletter 2013-11-22
Horizon Partners Newsletter 2013-11-22
 
Fall 2016 programmatic_Magna Global
Fall 2016 programmatic_Magna GlobalFall 2016 programmatic_Magna Global
Fall 2016 programmatic_Magna Global
 
E book mma_eng_short
E book mma_eng_shortE book mma_eng_short
E book mma_eng_short
 
Internet advertising
Internet advertisingInternet advertising
Internet advertising
 
E marketer programmatic_buying_roundup
E marketer programmatic_buying_roundupE marketer programmatic_buying_roundup
E marketer programmatic_buying_roundup
 
LUMA Digital Brief 008 - Scape of Cards
LUMA Digital Brief 008 - Scape of CardsLUMA Digital Brief 008 - Scape of Cards
LUMA Digital Brief 008 - Scape of Cards
 
LUMA Digital Brief 005 - Market Report Q3 2015
LUMA Digital Brief 005 - Market Report Q3 2015LUMA Digital Brief 005 - Market Report Q3 2015
LUMA Digital Brief 005 - Market Report Q3 2015
 
When Device Recognitio an Programmatic Buying Intersect
When Device Recognitio an Programmatic Buying IntersectWhen Device Recognitio an Programmatic Buying Intersect
When Device Recognitio an Programmatic Buying Intersect
 
China Digital Marketing Trends 2020
China Digital Marketing Trends 2020China Digital Marketing Trends 2020
China Digital Marketing Trends 2020
 
Analysis within the online coupon market
Analysis within the online coupon marketAnalysis within the online coupon market
Analysis within the online coupon market
 
IAB Europe Webinar Deck: Research Awards Winners - Consumer Behaviour and Med...
IAB Europe Webinar Deck: Research Awards Winners - Consumer Behaviour and Med...IAB Europe Webinar Deck: Research Awards Winners - Consumer Behaviour and Med...
IAB Europe Webinar Deck: Research Awards Winners - Consumer Behaviour and Med...
 
Digital Coupon Market Executive Overview
Digital Coupon Market Executive OverviewDigital Coupon Market Executive Overview
Digital Coupon Market Executive Overview
 
Adex benchmark 2014 de IAB Europa - Inversión publicitaria online en Europa
Adex benchmark 2014 de IAB Europa - Inversión publicitaria online en EuropaAdex benchmark 2014 de IAB Europa - Inversión publicitaria online en Europa
Adex benchmark 2014 de IAB Europa - Inversión publicitaria online en Europa
 
Ebit - Buscape- #34 webshoppers english 2016
Ebit - Buscape- #34 webshoppers english 2016Ebit - Buscape- #34 webshoppers english 2016
Ebit - Buscape- #34 webshoppers english 2016
 
Inca brand safety whitepaper
Inca brand safety whitepaperInca brand safety whitepaper
Inca brand safety whitepaper
 
What is next for Streaming?
What is next for Streaming?What is next for Streaming?
What is next for Streaming?
 
10 Years of Brand Crisis & Controversies in China - November 2019
10 Years of Brand Crisis & Controversies in China - November 201910 Years of Brand Crisis & Controversies in China - November 2019
10 Years of Brand Crisis & Controversies in China - November 2019
 

Similar to Smart identity indicator - Q1 2021

Criteo Commerce & Digital Marketing Outlook 2019
Criteo Commerce & Digital Marketing Outlook 2019Criteo Commerce & Digital Marketing Outlook 2019
Criteo Commerce & Digital Marketing Outlook 2019Criteo
 
European e-commerce & affiliate market
European e-commerce & affiliate marketEuropean e-commerce & affiliate market
European e-commerce & affiliate marketDorin Boerescu
 
TrustArc Webinar-Advertising, Privacy, and Data Management Working Together
TrustArc Webinar-Advertising, Privacy, and Data Management Working TogetherTrustArc Webinar-Advertising, Privacy, and Data Management Working Together
TrustArc Webinar-Advertising, Privacy, and Data Management Working TogetherTrustArc
 
Third-Party Cookie Loss Masterclass 3: Making Sense of the Changing Identity ...
Third-Party Cookie Loss Masterclass 3: Making Sense of the Changing Identity ...Third-Party Cookie Loss Masterclass 3: Making Sense of the Changing Identity ...
Third-Party Cookie Loss Masterclass 3: Making Sense of the Changing Identity ...Tealium
 
Boosting Your First-Party Data Strategy: Whys & Hows
Boosting Your First-Party Data Strategy: Whys & HowsBoosting Your First-Party Data Strategy: Whys & Hows
Boosting Your First-Party Data Strategy: Whys & HowsVWO
 
Privacy & Big Data: "What Marketers Need to Know About Privacy"
Privacy & Big Data: "What Marketers Need to Know About Privacy"Privacy & Big Data: "What Marketers Need to Know About Privacy"
Privacy & Big Data: "What Marketers Need to Know About Privacy"iMedia Connection
 
eCommerce Trends 2020
eCommerce Trends 2020eCommerce Trends 2020
eCommerce Trends 2020Divante
 
TrustArc Webinar: Everything You Need To Know About Online Advertising, Cooki...
TrustArc Webinar: Everything You Need To Know About Online Advertising, Cooki...TrustArc Webinar: Everything You Need To Know About Online Advertising, Cooki...
TrustArc Webinar: Everything You Need To Know About Online Advertising, Cooki...TrustArc
 
Data opportunities mini whitepaper
Data opportunities mini whitepaperData opportunities mini whitepaper
Data opportunities mini whitepaperRobert Bowstead
 
The somewhat awkward marriage between digital marketing and data protection (...
The somewhat awkward marriage between digital marketing and data protection (...The somewhat awkward marriage between digital marketing and data protection (...
The somewhat awkward marriage between digital marketing and data protection (...Bart Van Den Brande
 
Study programmatic and data in Spain Datmean
Study programmatic and data in Spain DatmeanStudy programmatic and data in Spain Datmean
Study programmatic and data in Spain DatmeanDatmean
 
TrustArc Webinar - Managing Online Tracking Technology Vendors_ A Checklist f...
TrustArc Webinar - Managing Online Tracking Technology Vendors_ A Checklist f...TrustArc Webinar - Managing Online Tracking Technology Vendors_ A Checklist f...
TrustArc Webinar - Managing Online Tracking Technology Vendors_ A Checklist f...TrustArc
 
Google 3rd-Party Cookie Deprecation [Update] + 5 Best Strategies
Google 3rd-Party Cookie Deprecation [Update] + 5 Best StrategiesGoogle 3rd-Party Cookie Deprecation [Update] + 5 Best Strategies
Google 3rd-Party Cookie Deprecation [Update] + 5 Best StrategiesSearch Engine Journal
 
Cookies, FLoC & GDPR: Marketing Impact
Cookies, FLoC & GDPR: Marketing ImpactCookies, FLoC & GDPR: Marketing Impact
Cookies, FLoC & GDPR: Marketing ImpactCMassociates
 
The Five Biggest Marketing Tech Trends In 2022
The Five Biggest Marketing Tech Trends In 2022The Five Biggest Marketing Tech Trends In 2022
The Five Biggest Marketing Tech Trends In 2022Bernard Marr
 
Are you prepared for information compliance
 Are you prepared for information compliance  Are you prepared for information compliance
Are you prepared for information compliance Mia Richards
 
2018 Digital and Tech Trends by Online Circle Digital
2018 Digital and Tech Trends by Online Circle Digital2018 Digital and Tech Trends by Online Circle Digital
2018 Digital and Tech Trends by Online Circle DigitalLucio Ribeiro
 

Similar to Smart identity indicator - Q1 2021 (20)

Criteo Commerce & Digital Marketing Outlook 2019
Criteo Commerce & Digital Marketing Outlook 2019Criteo Commerce & Digital Marketing Outlook 2019
Criteo Commerce & Digital Marketing Outlook 2019
 
European e-commerce & affiliate market
European e-commerce & affiliate marketEuropean e-commerce & affiliate market
European e-commerce & affiliate market
 
TrustArc Webinar-Advertising, Privacy, and Data Management Working Together
TrustArc Webinar-Advertising, Privacy, and Data Management Working TogetherTrustArc Webinar-Advertising, Privacy, and Data Management Working Together
TrustArc Webinar-Advertising, Privacy, and Data Management Working Together
 
Third-Party Cookie Loss Masterclass 3: Making Sense of the Changing Identity ...
Third-Party Cookie Loss Masterclass 3: Making Sense of the Changing Identity ...Third-Party Cookie Loss Masterclass 3: Making Sense of the Changing Identity ...
Third-Party Cookie Loss Masterclass 3: Making Sense of the Changing Identity ...
 
GDPR Impact - Aleksandar Ugljavarevic
GDPR Impact - Aleksandar UgljavarevicGDPR Impact - Aleksandar Ugljavarevic
GDPR Impact - Aleksandar Ugljavarevic
 
Boosting Your First-Party Data Strategy: Whys & Hows
Boosting Your First-Party Data Strategy: Whys & HowsBoosting Your First-Party Data Strategy: Whys & Hows
Boosting Your First-Party Data Strategy: Whys & Hows
 
Privacy & Big Data: "What Marketers Need to Know About Privacy"
Privacy & Big Data: "What Marketers Need to Know About Privacy"Privacy & Big Data: "What Marketers Need to Know About Privacy"
Privacy & Big Data: "What Marketers Need to Know About Privacy"
 
eCommerce Trends 2020
eCommerce Trends 2020eCommerce Trends 2020
eCommerce Trends 2020
 
MMA Forum D2 Track 04 - Privacidade
MMA Forum D2 Track 04 - PrivacidadeMMA Forum D2 Track 04 - Privacidade
MMA Forum D2 Track 04 - Privacidade
 
TrustArc Webinar: Everything You Need To Know About Online Advertising, Cooki...
TrustArc Webinar: Everything You Need To Know About Online Advertising, Cooki...TrustArc Webinar: Everything You Need To Know About Online Advertising, Cooki...
TrustArc Webinar: Everything You Need To Know About Online Advertising, Cooki...
 
Digital market
Digital marketDigital market
Digital market
 
Data opportunities mini whitepaper
Data opportunities mini whitepaperData opportunities mini whitepaper
Data opportunities mini whitepaper
 
The somewhat awkward marriage between digital marketing and data protection (...
The somewhat awkward marriage between digital marketing and data protection (...The somewhat awkward marriage between digital marketing and data protection (...
The somewhat awkward marriage between digital marketing and data protection (...
 
Study programmatic and data in Spain Datmean
Study programmatic and data in Spain DatmeanStudy programmatic and data in Spain Datmean
Study programmatic and data in Spain Datmean
 
TrustArc Webinar - Managing Online Tracking Technology Vendors_ A Checklist f...
TrustArc Webinar - Managing Online Tracking Technology Vendors_ A Checklist f...TrustArc Webinar - Managing Online Tracking Technology Vendors_ A Checklist f...
TrustArc Webinar - Managing Online Tracking Technology Vendors_ A Checklist f...
 
Google 3rd-Party Cookie Deprecation [Update] + 5 Best Strategies
Google 3rd-Party Cookie Deprecation [Update] + 5 Best StrategiesGoogle 3rd-Party Cookie Deprecation [Update] + 5 Best Strategies
Google 3rd-Party Cookie Deprecation [Update] + 5 Best Strategies
 
Cookies, FLoC & GDPR: Marketing Impact
Cookies, FLoC & GDPR: Marketing ImpactCookies, FLoC & GDPR: Marketing Impact
Cookies, FLoC & GDPR: Marketing Impact
 
The Five Biggest Marketing Tech Trends In 2022
The Five Biggest Marketing Tech Trends In 2022The Five Biggest Marketing Tech Trends In 2022
The Five Biggest Marketing Tech Trends In 2022
 
Are you prepared for information compliance
 Are you prepared for information compliance  Are you prepared for information compliance
Are you prepared for information compliance
 
2018 Digital and Tech Trends by Online Circle Digital
2018 Digital and Tech Trends by Online Circle Digital2018 Digital and Tech Trends by Online Circle Digital
2018 Digital and Tech Trends by Online Circle Digital
 

More from Romain Fonnier

Audio programmatique panorama des acteurs technologiques sell side - iab fr...
Audio programmatique   panorama des acteurs technologiques sell side - iab fr...Audio programmatique   panorama des acteurs technologiques sell side - iab fr...
Audio programmatique panorama des acteurs technologiques sell side - iab fr...Romain Fonnier
 
Le barometre du programmatique - IAB France - 2021
Le barometre du programmatique -  IAB France - 2021Le barometre du programmatique -  IAB France - 2021
Le barometre du programmatique - IAB France - 2021Romain Fonnier
 
La publicite TV segmentée - IAB France - Octobre 2020
La publicite TV segmentée - IAB France - Octobre 2020La publicite TV segmentée - IAB France - Octobre 2020
La publicite TV segmentée - IAB France - Octobre 2020Romain Fonnier
 
Guide cookieless - Quel futur pour le cookie ? - IAB france - 2020
Guide cookieless - Quel futur pour le cookie ? - IAB france - 2020Guide cookieless - Quel futur pour le cookie ? - IAB france - 2020
Guide cookieless - Quel futur pour le cookie ? - IAB france - 2020Romain Fonnier
 
Strategies and Opportunities for a Cookie-less World - Pubmatic - April 2021
Strategies and Opportunities for a Cookie-less World - Pubmatic - April 2021Strategies and Opportunities for a Cookie-less World - Pubmatic - April 2021
Strategies and Opportunities for a Cookie-less World - Pubmatic - April 2021Romain Fonnier
 
Le guide de la brand safety et brand suitability - SRI - 2021
Le guide de la brand safety et brand suitability - SRI - 2021Le guide de la brand safety et brand suitability - SRI - 2021
Le guide de la brand safety et brand suitability - SRI - 2021Romain Fonnier
 
CPA - Fiches Tracking - 2019
CPA - Fiches Tracking - 2019CPA - Fiches Tracking - 2019
CPA - Fiches Tracking - 2019Romain Fonnier
 
CPA - Black Friday - 2020
CPA - Black Friday - 2020CPA - Black Friday - 2020
CPA - Black Friday - 2020Romain Fonnier
 
CPA - Barometre Lead - 2020
CPA - Barometre Lead - 2020CPA - Barometre Lead - 2020
CPA - Barometre Lead - 2020Romain Fonnier
 
Résultats – SONDAGES IAB / CPA – « Les conséquences économiques de la crise c...
Résultats – SONDAGES IAB / CPA – « Les conséquences économiques de la crise c...Résultats – SONDAGES IAB / CPA – « Les conséquences économiques de la crise c...
Résultats – SONDAGES IAB / CPA – « Les conséquences économiques de la crise c...Romain Fonnier
 
Tracking : 7 points à vérifier pour comprendre les écarts statistiques
Tracking : 7 points à vérifier pour comprendre les écarts statistiquesTracking : 7 points à vérifier pour comprendre les écarts statistiques
Tracking : 7 points à vérifier pour comprendre les écarts statistiquesRomain Fonnier
 
Baromètre de l'affiliation - Edition 2020 - CPA France
Baromètre de l'affiliation - Edition 2020 - CPA FranceBaromètre de l'affiliation - Edition 2020 - CPA France
Baromètre de l'affiliation - Edition 2020 - CPA FranceRomain Fonnier
 
IAB Europe european-programmatic-ad-spend-2018-report-sept-2019
IAB Europe european-programmatic-ad-spend-2018-report-sept-2019IAB Europe european-programmatic-ad-spend-2018-report-sept-2019
IAB Europe european-programmatic-ad-spend-2018-report-sept-2019Romain Fonnier
 
IAB Europe Attitudes-to-programmatic-advertising-report Sept-2019
IAB Europe Attitudes-to-programmatic-advertising-report Sept-2019IAB Europe Attitudes-to-programmatic-advertising-report Sept-2019
IAB Europe Attitudes-to-programmatic-advertising-report Sept-2019Romain Fonnier
 
21eme observatoire de l'e pub - sri - 2019
21eme observatoire de l'e pub - sri - 201921eme observatoire de l'e pub - sri - 2019
21eme observatoire de l'e pub - sri - 2019Romain Fonnier
 
Guide data - IAB france - 2019
Guide data - IAB france - 2019Guide data - IAB france - 2019
Guide data - IAB france - 2019Romain Fonnier
 
Etat des lieux de l'adoption des cmp iab france - decembre 2018
Etat des lieux de l'adoption des cmp   iab france - decembre 2018Etat des lieux de l'adoption des cmp   iab france - decembre 2018
Etat des lieux de l'adoption des cmp iab france - decembre 2018Romain Fonnier
 
Etat de lieux de l'adption des CMP - IAB France - 2018
Etat de lieux de l'adption des CMP - IAB France - 2018Etat de lieux de l'adption des CMP - IAB France - 2018
Etat de lieux de l'adption des CMP - IAB France - 2018Romain Fonnier
 
Guide RGPD - IAB France
Guide RGPD - IAB FranceGuide RGPD - IAB France
Guide RGPD - IAB FranceRomain Fonnier
 
IAB Netherlands – Deloitte Programmatic Advertising 2018
IAB Netherlands – Deloitte Programmatic Advertising 2018IAB Netherlands – Deloitte Programmatic Advertising 2018
IAB Netherlands – Deloitte Programmatic Advertising 2018Romain Fonnier
 

More from Romain Fonnier (20)

Audio programmatique panorama des acteurs technologiques sell side - iab fr...
Audio programmatique   panorama des acteurs technologiques sell side - iab fr...Audio programmatique   panorama des acteurs technologiques sell side - iab fr...
Audio programmatique panorama des acteurs technologiques sell side - iab fr...
 
Le barometre du programmatique - IAB France - 2021
Le barometre du programmatique -  IAB France - 2021Le barometre du programmatique -  IAB France - 2021
Le barometre du programmatique - IAB France - 2021
 
La publicite TV segmentée - IAB France - Octobre 2020
La publicite TV segmentée - IAB France - Octobre 2020La publicite TV segmentée - IAB France - Octobre 2020
La publicite TV segmentée - IAB France - Octobre 2020
 
Guide cookieless - Quel futur pour le cookie ? - IAB france - 2020
Guide cookieless - Quel futur pour le cookie ? - IAB france - 2020Guide cookieless - Quel futur pour le cookie ? - IAB france - 2020
Guide cookieless - Quel futur pour le cookie ? - IAB france - 2020
 
Strategies and Opportunities for a Cookie-less World - Pubmatic - April 2021
Strategies and Opportunities for a Cookie-less World - Pubmatic - April 2021Strategies and Opportunities for a Cookie-less World - Pubmatic - April 2021
Strategies and Opportunities for a Cookie-less World - Pubmatic - April 2021
 
Le guide de la brand safety et brand suitability - SRI - 2021
Le guide de la brand safety et brand suitability - SRI - 2021Le guide de la brand safety et brand suitability - SRI - 2021
Le guide de la brand safety et brand suitability - SRI - 2021
 
CPA - Fiches Tracking - 2019
CPA - Fiches Tracking - 2019CPA - Fiches Tracking - 2019
CPA - Fiches Tracking - 2019
 
CPA - Black Friday - 2020
CPA - Black Friday - 2020CPA - Black Friday - 2020
CPA - Black Friday - 2020
 
CPA - Barometre Lead - 2020
CPA - Barometre Lead - 2020CPA - Barometre Lead - 2020
CPA - Barometre Lead - 2020
 
Résultats – SONDAGES IAB / CPA – « Les conséquences économiques de la crise c...
Résultats – SONDAGES IAB / CPA – « Les conséquences économiques de la crise c...Résultats – SONDAGES IAB / CPA – « Les conséquences économiques de la crise c...
Résultats – SONDAGES IAB / CPA – « Les conséquences économiques de la crise c...
 
Tracking : 7 points à vérifier pour comprendre les écarts statistiques
Tracking : 7 points à vérifier pour comprendre les écarts statistiquesTracking : 7 points à vérifier pour comprendre les écarts statistiques
Tracking : 7 points à vérifier pour comprendre les écarts statistiques
 
Baromètre de l'affiliation - Edition 2020 - CPA France
Baromètre de l'affiliation - Edition 2020 - CPA FranceBaromètre de l'affiliation - Edition 2020 - CPA France
Baromètre de l'affiliation - Edition 2020 - CPA France
 
IAB Europe european-programmatic-ad-spend-2018-report-sept-2019
IAB Europe european-programmatic-ad-spend-2018-report-sept-2019IAB Europe european-programmatic-ad-spend-2018-report-sept-2019
IAB Europe european-programmatic-ad-spend-2018-report-sept-2019
 
IAB Europe Attitudes-to-programmatic-advertising-report Sept-2019
IAB Europe Attitudes-to-programmatic-advertising-report Sept-2019IAB Europe Attitudes-to-programmatic-advertising-report Sept-2019
IAB Europe Attitudes-to-programmatic-advertising-report Sept-2019
 
21eme observatoire de l'e pub - sri - 2019
21eme observatoire de l'e pub - sri - 201921eme observatoire de l'e pub - sri - 2019
21eme observatoire de l'e pub - sri - 2019
 
Guide data - IAB france - 2019
Guide data - IAB france - 2019Guide data - IAB france - 2019
Guide data - IAB france - 2019
 
Etat des lieux de l'adoption des cmp iab france - decembre 2018
Etat des lieux de l'adoption des cmp   iab france - decembre 2018Etat des lieux de l'adoption des cmp   iab france - decembre 2018
Etat des lieux de l'adoption des cmp iab france - decembre 2018
 
Etat de lieux de l'adption des CMP - IAB France - 2018
Etat de lieux de l'adption des CMP - IAB France - 2018Etat de lieux de l'adption des CMP - IAB France - 2018
Etat de lieux de l'adption des CMP - IAB France - 2018
 
Guide RGPD - IAB France
Guide RGPD - IAB FranceGuide RGPD - IAB France
Guide RGPD - IAB France
 
IAB Netherlands – Deloitte Programmatic Advertising 2018
IAB Netherlands – Deloitte Programmatic Advertising 2018IAB Netherlands – Deloitte Programmatic Advertising 2018
IAB Netherlands – Deloitte Programmatic Advertising 2018
 

Recently uploaded

Global Trends in Market Reserch & Insights - Ray Poynter - May 2023.pdf
Global Trends in Market Reserch & Insights - Ray Poynter - May 2023.pdfGlobal Trends in Market Reserch & Insights - Ray Poynter - May 2023.pdf
Global Trends in Market Reserch & Insights - Ray Poynter - May 2023.pdfMROC Japan
 
Meta­ unveils­ enhanced­ gen-AI­ tools­ catering­ to­marketers.pdf
Meta­ unveils­ enhanced­ gen-AI­ tools­ catering­ to­marketers.pdfMeta­ unveils­ enhanced­ gen-AI­ tools­ catering­ to­marketers.pdf
Meta­ unveils­ enhanced­ gen-AI­ tools­ catering­ to­marketers.pdfGreat India Shop Fest
 
Intelligent Cryptocurrency VIP Digital - Membership Area
Intelligent Cryptocurrency VIP Digital - Membership AreaIntelligent Cryptocurrency VIP Digital - Membership Area
Intelligent Cryptocurrency VIP Digital - Membership Areaabdullahspz0428
 
HOW TO HANDLE SALES OBJECTIONS | SELLING AND NEGOTIATION
HOW TO HANDLE SALES OBJECTIONS | SELLING AND NEGOTIATIONHOW TO HANDLE SALES OBJECTIONS | SELLING AND NEGOTIATION
HOW TO HANDLE SALES OBJECTIONS | SELLING AND NEGOTIATIONpratheeshraj987
 
Influencer Marekting Trends- Where the creator economy is going in in 2024
Influencer Marekting Trends- Where the creator economy is going in in 2024Influencer Marekting Trends- Where the creator economy is going in in 2024
Influencer Marekting Trends- Where the creator economy is going in in 2024Inflyx
 
Flyers, posters, booklets and brochures-3 (6).pptx
Flyers, posters, booklets and brochures-3 (6).pptxFlyers, posters, booklets and brochures-3 (6).pptx
Flyers, posters, booklets and brochures-3 (6).pptxChristabelTelewa1
 
Macro PDF - How a Global Partner Marketing Concierge Team Can Drive Channel R...
Macro PDF - How a Global Partner Marketing Concierge Team Can Drive Channel R...Macro PDF - How a Global Partner Marketing Concierge Team Can Drive Channel R...
Macro PDF - How a Global Partner Marketing Concierge Team Can Drive Channel R...Macromator Inc.
 
Social Media Marketing Portfolio - Maharsh Benday
Social Media Marketing Portfolio - Maharsh BendaySocial Media Marketing Portfolio - Maharsh Benday
Social Media Marketing Portfolio - Maharsh BendayMaharshBenday
 
Top Abortion Clinic in Muscat +918761049707!!!!!!!!!!! Get Cytotec kit availa...
Top Abortion Clinic in Muscat +918761049707!!!!!!!!!!! Get Cytotec kit availa...Top Abortion Clinic in Muscat +918761049707!!!!!!!!!!! Get Cytotec kit availa...
Top Abortion Clinic in Muscat +918761049707!!!!!!!!!!! Get Cytotec kit availa...ahmedjiabur940
 
Beyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
Beyond Silos: How Holistic B2B Digital Strategy Drives PipelineBeyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
Beyond Silos: How Holistic B2B Digital Strategy Drives PipelineSearch Engine Journal
 
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀Victoria Olsina
 
Marketing Automation Insights - Unlocking Success
Marketing Automation Insights - Unlocking SuccessMarketing Automation Insights - Unlocking Success
Marketing Automation Insights - Unlocking SuccessLean Summits
 
Mastering Affiliate Marketing: A Comprehensive Guide to Success
Mastering Affiliate Marketing: A Comprehensive Guide to SuccessMastering Affiliate Marketing: A Comprehensive Guide to Success
Mastering Affiliate Marketing: A Comprehensive Guide to SuccessAbdulsamad Lukman
 
Niche Analysis for Client Outreach Outside Marketplace.pptx
Niche Analysis for Client Outreach Outside Marketplace.pptxNiche Analysis for Client Outreach Outside Marketplace.pptx
Niche Analysis for Client Outreach Outside Marketplace.pptxAhnaf Tahmid Haque
 
Key Social Media Marketing Trends for 2024
Key Social Media Marketing Trends for 2024Key Social Media Marketing Trends for 2024
Key Social Media Marketing Trends for 2024Jomer Gregorio
 
Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...
Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...
Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...Valters Lauzums
 
Social Media Marketing Portfolio - Maharsh Benday
Social Media Marketing Portfolio - Maharsh BendaySocial Media Marketing Portfolio - Maharsh Benday
Social Media Marketing Portfolio - Maharsh BendayMaharshBenday
 
Rhys Cater, Precis, The future of media buying with Generative AI.pdf
Rhys Cater, Precis, The future of media buying with Generative AI.pdfRhys Cater, Precis, The future of media buying with Generative AI.pdf
Rhys Cater, Precis, The future of media buying with Generative AI.pdfDIGGIT
 
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...DIGGIT
 
Passive Income System 2.0 Digital: Effortless Earnings
Passive Income System 2.0 Digital: Effortless EarningsPassive Income System 2.0 Digital: Effortless Earnings
Passive Income System 2.0 Digital: Effortless Earningsabdullahspz0428
 

Recently uploaded (20)

Global Trends in Market Reserch & Insights - Ray Poynter - May 2023.pdf
Global Trends in Market Reserch & Insights - Ray Poynter - May 2023.pdfGlobal Trends in Market Reserch & Insights - Ray Poynter - May 2023.pdf
Global Trends in Market Reserch & Insights - Ray Poynter - May 2023.pdf
 
Meta­ unveils­ enhanced­ gen-AI­ tools­ catering­ to­marketers.pdf
Meta­ unveils­ enhanced­ gen-AI­ tools­ catering­ to­marketers.pdfMeta­ unveils­ enhanced­ gen-AI­ tools­ catering­ to­marketers.pdf
Meta­ unveils­ enhanced­ gen-AI­ tools­ catering­ to­marketers.pdf
 
Intelligent Cryptocurrency VIP Digital - Membership Area
Intelligent Cryptocurrency VIP Digital - Membership AreaIntelligent Cryptocurrency VIP Digital - Membership Area
Intelligent Cryptocurrency VIP Digital - Membership Area
 
HOW TO HANDLE SALES OBJECTIONS | SELLING AND NEGOTIATION
HOW TO HANDLE SALES OBJECTIONS | SELLING AND NEGOTIATIONHOW TO HANDLE SALES OBJECTIONS | SELLING AND NEGOTIATION
HOW TO HANDLE SALES OBJECTIONS | SELLING AND NEGOTIATION
 
Influencer Marekting Trends- Where the creator economy is going in in 2024
Influencer Marekting Trends- Where the creator economy is going in in 2024Influencer Marekting Trends- Where the creator economy is going in in 2024
Influencer Marekting Trends- Where the creator economy is going in in 2024
 
Flyers, posters, booklets and brochures-3 (6).pptx
Flyers, posters, booklets and brochures-3 (6).pptxFlyers, posters, booklets and brochures-3 (6).pptx
Flyers, posters, booklets and brochures-3 (6).pptx
 
Macro PDF - How a Global Partner Marketing Concierge Team Can Drive Channel R...
Macro PDF - How a Global Partner Marketing Concierge Team Can Drive Channel R...Macro PDF - How a Global Partner Marketing Concierge Team Can Drive Channel R...
Macro PDF - How a Global Partner Marketing Concierge Team Can Drive Channel R...
 
Social Media Marketing Portfolio - Maharsh Benday
Social Media Marketing Portfolio - Maharsh BendaySocial Media Marketing Portfolio - Maharsh Benday
Social Media Marketing Portfolio - Maharsh Benday
 
Top Abortion Clinic in Muscat +918761049707!!!!!!!!!!! Get Cytotec kit availa...
Top Abortion Clinic in Muscat +918761049707!!!!!!!!!!! Get Cytotec kit availa...Top Abortion Clinic in Muscat +918761049707!!!!!!!!!!! Get Cytotec kit availa...
Top Abortion Clinic in Muscat +918761049707!!!!!!!!!!! Get Cytotec kit availa...
 
Beyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
Beyond Silos: How Holistic B2B Digital Strategy Drives PipelineBeyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
Beyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
 
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
 
Marketing Automation Insights - Unlocking Success
Marketing Automation Insights - Unlocking SuccessMarketing Automation Insights - Unlocking Success
Marketing Automation Insights - Unlocking Success
 
Mastering Affiliate Marketing: A Comprehensive Guide to Success
Mastering Affiliate Marketing: A Comprehensive Guide to SuccessMastering Affiliate Marketing: A Comprehensive Guide to Success
Mastering Affiliate Marketing: A Comprehensive Guide to Success
 
Niche Analysis for Client Outreach Outside Marketplace.pptx
Niche Analysis for Client Outreach Outside Marketplace.pptxNiche Analysis for Client Outreach Outside Marketplace.pptx
Niche Analysis for Client Outreach Outside Marketplace.pptx
 
Key Social Media Marketing Trends for 2024
Key Social Media Marketing Trends for 2024Key Social Media Marketing Trends for 2024
Key Social Media Marketing Trends for 2024
 
Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...
Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...
Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...
 
Social Media Marketing Portfolio - Maharsh Benday
Social Media Marketing Portfolio - Maharsh BendaySocial Media Marketing Portfolio - Maharsh Benday
Social Media Marketing Portfolio - Maharsh Benday
 
Rhys Cater, Precis, The future of media buying with Generative AI.pdf
Rhys Cater, Precis, The future of media buying with Generative AI.pdfRhys Cater, Precis, The future of media buying with Generative AI.pdf
Rhys Cater, Precis, The future of media buying with Generative AI.pdf
 
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...
 
Passive Income System 2.0 Digital: Effortless Earnings
Passive Income System 2.0 Digital: Effortless EarningsPassive Income System 2.0 Digital: Effortless Earnings
Passive Income System 2.0 Digital: Effortless Earnings
 

Smart identity indicator - Q1 2021

  • 1. Identity Indicator Facing the cookieless future: Market trends on a privacy-first digital advertising ecosystem March 2021
  • 2. Table of Contents Countdown to the end of cookies 01 03 04 05 User identification Alternative IDs Consent 02 Browser & user privacy 06 Methodology and sources 2021 Identity Indicator | Smart
  • 3. Countdown to the End of Cookies Preparing for a cookieless future is top of mind for programmatic buyers and sellers alike as we seek to understand the impact cookie and ID deprecation will have across the digital advertising industry. Our Smart Identity Indicator is a quarterly look at key metrics across eight major markets to offer a snapshot of the current state of consent and identity within the industry and highlight overarching trends as we shift towards a privacy-first digital advertising ecosystem. MARCH HIGHLIGHTS:- ● Most desktop and mobile traffic still comes from browsers accepting cookies. When it comes to usage of browsers limiting 3rd party cookies, in general, countries that fall under GDPR show higher rates across both desktop and mobile. ○ One exception is the USA, which ranks highest in mobile browser usage limiting cookies at 34% - likely due to the large percentage of iPhone users in comparison to other markets. ● Germany, which in 1970 was the first country to introduce data protection regulation, ranks highly across multiple metrics, highlighting how their long history of data protection has shaped user expectations and behaviors. ○ Highest desktop browser usage limiting 3rd party cookies at 34%, a number 9 percentage points higher than France, who comes in second at 25%. ○ Largest share of auctions taking place without user ID at 45%, a number 12 percentage points higher than the USA coming in second at 33%. ● 22% of the auctions in France currently register without consent to use personal data. This number is significantly higher compared with the other GDPR countries - and a market we are watching - as we expect this number will rise as the latest CNIL recommendations go into effect April 1. 2017 2018 2019 2021 2022 3rd party cookies - 1 day blocked on read All 3rd party cookies blocked on read GDPR Firefox follows Safari IDFA limitation on Apple iOS 14 California Consumer Privacy Act All 3rd party cookies blocked on read 2021 Identity Indicator | Smart
  • 4. Browser Cookie Policy BROWSERS AUTOMATICALLY LIMITING 3RD PARTY COOKIES:- Safari: Intelligent Tracking Prevention (ITP) is in place and blocks sending cookies to third parties determined to be “trackers.” Firefox: Enhanced Tracking Protocol (ETP) limits cookies by default for desktop and Android users. BROWSERS STILL ACCEPTING 3RD PARTY COOKIES:- Internet Explorer 11 and Microsoft Edge: Do not restrict 3rd party cookies by default. Google Chrome: Does not block 3rd party cookies by default, but plans on doing so in 2022. Opera: Has no restrictions concerning 3rd party cookies in their policy. 2021 Identity Indicator | Smart
  • 5. 0% 25% 50% 75% 100% DESKTOP Auctions coming from browsers still accepting 3rd party cookies. (Google Chrome, Internet Explorer, Microsoft Edge and Opera) Auctions coming from browsers limiting 3rd party cookies. (Safari and Firefox) SHARE OF AD INVENTORY FROM BROWSERS ALREADY LIMITING 3rd PARTY COOKIES 2021 Identity Indicator | Smart
  • 6. 0% 25% 50% 75% 100% SHARE OF AD INVENTORY FROM BROWSERS ALREADY LIMITING 3rd PARTY COOKIES MOBILE Auctions coming from browsers still accepting 3rd party cookies. (Google Chrome, Internet Explorer, Microsoft Edge and Opera) Auctions coming from browsers limiting 3rd party cookies. (Safari and Firefox) 2021 Identity Indicator | Smart
  • 7. WHAT IS A USER ID?_ A single identifier associated with an individual or household across different platforms. Provides insight used to deliver more relevant ads. Can be one of three types: ● First-party (created by a publisher) ● Third-party (created by a tech provider) ● Industry ID solution EXAMPLES OF USER IDs USED FOR DIGITAL ADVERTISING:_ ● Cookies ● Device IDs ● IFAs (Identifier For Advertising) on mobile/OTT devices User Identification 2021 Identity Indicator | Smart
  • 8. SHARE OF AD INVENTORY WITHOUT USER IDENTIFIERS Auctions without user ID - no cookie, mobile ID or other user ID sent in the bid request Auctions with user ID - cookie, mobile ID or other user ID sent in the bid request 2021 Identity Indicator | Smart
  • 9. Alternative IDs aim to replace 3rd party cookies/IDs by using a same shared ID across the whole advertising chain. HOW?_ Two methods: ● Inferred / Probabilistic: Uses passive identification signals, such as an IP address, to create a unique pseudonymous identifier. ● Deterministic: Uses a user-provided piece of information, such as an e-mail address or a phone number, to create an anonymized identifier for all the websites and brands that have collected it. EXAMPLES OF ID PROVIDERS:_ ID5, LiveRamp (IdentityLink), Unified ID (The Trade Desk), LOTAME (Panorama ID), Publisher Common ID (PubCID) Alternative IDs 2021 Identity Indicator | Smart
  • 10. Auctions without Alternative ID sent in the bid request (header bidding traffic) Auctions with Alternative ID sent in the bid request (header bidding traffic) SHARE OF AD INVENTORY WITH ALTERNATIVE IDs 19% ITALY UK SPAIN MEXICO USA FRANCE BRAZIL GERMANY 33% 24% 5% 22% 30% 40% 40% 2021 Identity Indicator | Smart
  • 11. CONSENT UNDER GDPR:_ Over the last three years, consent and the use of personal data have become major topics of discussion. In response, guidelines have been established in many markets to ensure the respectful use and protection of internet user data. The General Data Protection Regulation (GDPR), which became a model for many national laws outside the EU, was implemented in 2018 and provides guidelines for the collection and processing of a user’s personal data within the European Union and also around the transfer of personal data outside the EU. The following charts represent Smart’s auction share under GDPR guidelines for European traffic only. Consent WHAT IS CONSENT?_ Consent relates to whether or not users authorize the website visited to process their data. This access is granted through a Consent Management Platform (CMP). Publishers use CMPs for: requesting, receiving and storing user consent; preferred vendors; and communicating why they are collecting user information. 2021 Identity Indicator | Smart
  • 12. SHARE OF AD INVENTORY WITH NO POSITIVE CONSENT Auctions with consent to use personal data (GDPR applies) Auctions without consent to use personal data (GDPR applies) 7% 93% GERMANY FRANCE 22% 78% 4% 96% SPAIN 5% 95% UK 95% 5% ITALY 2021 Identity Indicator | Smart
  • 13. All data in this report comes from Smart’s SSP and was collected from March 8, 2021 through March 28, 2021 on web and/or mobile inventory across all Smart’s publishers for selected markets. Data was collected for the following markets: Brazil, France, Germany, Italy, Mexico, Spain, the UK and the USA. Information was retrieved from the following sources: The IAB Clearcode GDPR.EU 2021 Identity Indicator | Smart Methodology and Sources
  • 14. About As one of the leading independent adtech players, we work directly with hundreds of buyers and more than 1,000 publishers worldwide. Our independent ad tech platform and shared-interest business approach enables brands and publishers to get their fair share of ad value at every opportunity, on their terms. We prioritize accountability and transparency throughout the ecosystem and we are helping our publishers and demand partners succeed in a cookieless future through three main initiatives: ❏ Targeting without user IDs. We are developing contextual and performance-driven cookieless targeting options, and are actively testing in parallel cohort-based approaches like Google FLoC. ❏ Vertical integration and first-party data activation to deliver a true value exchange and enable the user to share their data with the publishers and brands they trust. ❏ Support of alternative IDs. In a fragmented market, publishers and buyers will need a common way to share data in compliance with user consent. Visit smartadserver.com to learn more. 2021 Identity Indicator | Smart