We can't talk about 2021 without mentioning Phone Number List Google's decision to delay the removal of cookies. Although it was a moment of great impact for the sector , this extended transition period should be seen as a valuable opportunity to adequately prepare Phone Number List for the future. Many companies were not prepared for the "start 2022" deadline. We now have more time to prepare for the huge changes ahead and to continue working together to create a better Phone Number List discovery infrastructure for digital advertising.
Another key is the success we have seen in Phone Number List testing universal identifiers as an effective identification alternative. A recent case study by PubMatic, Verve Group and Scream Malmo illustrates how integration with ID5 led to a 21% increase in Phone Number List reach across all browser types once ID5 was enabled. In addition, we see more and more companies that analyze the effectiveness of these solutions. 43% of respondents to our 2021 industry report Phone Number List revealed that they were already using universal ID solutions, and this number is increasing.
We look forward to seeing more of these Phone Number List success stories as we head into the new year. 2. How can the issue of identity be simplified to help industry players better understand the importance of preparing their businesses for a cookieless future? To Phone Number List simplify the issue of identity, it is important to understand the problem and its causes, as well as the available solutions. The point is that traditional methods of identification, such as cookies and MAIDs, are Phone Number List being challenged by browsers, operating systems and regulators.