Digital advertising supply chain solutions provider, PubMatic, has expanded its audience solution, Connect. The news comes as Google begins to disable third-party cookies for Chrome users, with plans to phase them out entirely by year's end.

The Connect platform utilises addressable signals from the open internet to drive monetisation for data owners and performance for media buyers. In response to the changing digital landscape, PubMatic said it has broadened partnerships with alternative IDs, audience data partners, and contextual providers to ensure publishers and advertisers can continue to deliver relevant advertising across the open internet, even in the absence of cookies.

The adtech player claimed over 75% of impressions on the PubMatic platform now carry alternative targeting signals, other than the traditional cookie. The company has integrated with nearly 30 alternative IDs, including LiveRamp's RampID and The Trade Desk's Unified ID 2.0.

An analysis of over 600 billion ad impressions processed daily by PubMatic showed that when alternative IDs are present in the bid stream, publisher revenue increased by 16% globally. According to the company, this demonstrates the potential of alternative IDs to not only replace, but also outperform, traditional cookie-based targeting.

PubMatic's Connect is also supporting dozens of global data providers to create omnichannel advertising solutions. Partners include Ascentlabs Digital, Audigent, L2, NCSolutions, SambaTV, and United Internet Media. In addition, PubMatic has scaled Connect to support contextual solutions with over a dozen global providers like Captify, Proximic by Comscore and Seedtag. Further, the solution is integrated with various other data providers like attention measurement and optimisation platform, Playground xyz, and streaming specialist, SeenThis to enabling privacy-focused targeting solutions for buyers.

PubMatic senior vice president of addressability and marketplace, Andrew Baron, stressed the importance of collaboration and integrated technology in today's regulatory and privacy-centric environment.

"Our mission is to fuel the endless potential of internet content creators, and in today's regulatory and privacy-centric environment, this requires collaborative partnerships and integrated technology," Baron said.