Recent research by the company analyzed programmatic spend for each vertical across cookie and cookie-alternative traffic in Q1 2023. It found marketers in programmatic buying within the tech, travel and pharma industries grew their cookie alternative share of voice investment (SOV) significantly in Q4 of last year.
Though insurance advertisers’ overall programmatic spend decreased, the industry finished a third consecutive quarter of non-cookie programmatic buys outpacing cookie-dependent buys.
In terms of content categories that monetized the most cookie alternative supply, 33Across found mixed results in Q1 of this year. Categories like cooking, tech and games saw growth as high as 41% while sports, news, and health & wellness cooled slightly from Q4 of 2022. To that, most media outlets saw lower revenue due to limited ad budgets and lesser tentpole events.
Brands pass the buck to agency partners
As the industry prepares for the death of the cookie, Ogury’s research found scalability remains a top concern for brands and agencies: 61% of brands said they were confident about being able to reach audiences at scale, while a lower percentage of agencies (51%) shared similar confidence. This is because agency executives are more acquainted with the pitfalls ahead and tend to take a more cautious view, the study found.
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