Currently, 40%* of all traffic in Germany is unaddressable due to restrictions on third-party cookies in Safari, Firefox & Edge browsers. This percentage will rise when Chrome deprecates third-party cookies in 2023. Without third-party cookies, publishers struggle to monetise their inventory, whilst advertisers are unable to reach their audience efficiently at scale, nor can they optimise, nor measure campaign performance.
As part of their work to evaluate possible solutions, Virtual Minds, Ströer and OS DS chose to test the ID5 ID to increase addressability in cookieless browsers such as Firefox and Safari.
Download the case study to learn how Virtual Minds, Ströer and OS DS increased campaign reach by up to 78% across all browsers.