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Programmatic advertising remains a key revenue driver for most digital publications, yet most are only transacting on some of their audience.
That’s because digital advertising’s currency is the third-party cookie, which is only relevant for Google Chrome users. In the U.S., Chrome has slightly less than 50% of browser market share, according to Statcounter. Yet the vast majority of advertiser bids are for inventory with cookies, according to Eric Wheeler, CEO of supply-side platform 33Across.
That means publishers are often not bringing in programmatic revenue on users visiting their sites via Safari, Firefox or other browsers, and advertisers are missing out on these audiences.