Week No. 40 of the EU Universal ID Tracker

Welcome to Week #40. Here's a summary of the results:?

• The volume of bid requests that have one of the extended/universal IDs?attached to it remained near 60% last week.
• NetID remains at the top of "group 4" but BIGtoken? 's britepool ID has been moving up the ranks. LiveRamp 's identitylink also made some gains over the last few weeks.
• Both Criteo and pubcid ( Prebid.org ) made gains in "group 2." Pubcid?almost reached the 7% level.
• The?undisputed extended/universal ID leader?remains?adsrvr.org?aka UID1.0, by The Trade Desk
• Usage of 谷歌 's AAID continued to climb slightly; IDFA, and third-party cookies are down a tiny bit last week.

Here are the charts:

?

You can always find the charts here as well. We're just showing the top 10 IDs in this space, and you can find the full list on this page:

https://www.roq.ad/european-universal-id-tracker/

Now you have a front-row seat to the tracker and we’ll keep an eye on these trends week to week. I think we can all agree that it will be interesting to observe especially given, as Travis Clinger recently put it, "We're just 6,000 hours away from the end of the 3p cookie on Chrome, but already 50% of the internet is cookieless, Connected TV is cookieless, and mobile in-app is cookieless. Now is the time for marketers and publishers to start enabling and buying cookieless inventory."

We can expect to see more techniques that are preparation for the big cookie apocalypse, similar to what we’re seeing with pubcid.org and publishers using multiple identifiers per page. Accordingly, we expect to see some movement in data volumes amongst the ID providers. ?

If you’re ready to have a conversation about including Roqad ’s Graph in your identity spine, give us a shout.