Group/Cohort 1P Identified Cross - Domain Identified
Based on grouping
consumers into cohorts (e.g., Privacy Sandbox)
Based on 1P cookies, audience segmentation,
and contextual data (e.g., publisher first - party
data)
Based on deterministically known data about the
device / user across browsers and devices
90% Group/1P Identified 10% Cross - Domain Identified
Less than 10% of web users are likely to be identified with a cross - domain identity solution. A
Privacy & Identity strategy that hinges on identity solution partners alone does not account for the
remaining addressable market. The Addressability Spectrum provides a visual framework for
handling addressability once the web browsers and app platforms' impending changes take effect.
Less Individual Addressability More Individual Addressability
Addressability Spectrum
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Start planning for group/cohort and first - party identified even as you integrate with
leading identity solutions partners.
The Addressability Spectrum
Visit our blog for more info on the
Addressability Spectrum, and how it
may help you plan your media buys.
Want to Learn More?
Addressing Addressability >
