It’s begun! Shortly after the arrival of the New Year came Google’s move to block third-party cookies by default for 1% of Chrome users.

But, with over 100 identity solutions in the digital advertising ecosystem and only 46% of industry leaders feeling knowledgeable about Google’s Privacy Sandbox, how prepared is the industry truly?

Tracking Shifts With the Equativ Identity Indicator


of the auctions in the UK were sent without a user ID in the bid request


of auctions in France did not provide consent to use personal data


of publisher traffic share in the US included an alternative ID

We developed the Equativ Identity Indicator to provide advertisers and publishers alike some insight into the current identity landscape and the short and long-term shifts around addressability.

In this fifth edition, you’ll find a snapshot of the current state of identity in eight major markets. Key metrics from our own SSP around consent, the ATT Framework, alternative ID adoption, and more will help you track the shifts we’re seeing as advertising enters this new era.

In addition, you’ll find an overview of the user ID-based and no ID-based cookieless alternatives to consider, including a highlight of the solutions we offer through our partnerships with Utiq and Habu.

Download the report and stay tuned for the release of V6 in Q2!