Programmatic : The 3 faces of the OpenWeb

10 years ago, it was waaayyyyy more easy to target most of the internet users through programmatic.

In 2026, the situation is much more complicated, coz the Open Web has been divided in 3 distinct blocks:

1️⃣ The No-Consent Inventories ❌👌
Since the GDPR, it's legaly forbidden to target users based on an ID if you don't get his consent first. According to Didomi, one of the biggest CMP provider in France : 40% of the users refuse to give their consent when they have a clear choice between "accept all" and "refuse all".
The good news for content publishers is that the CNIL - Commission Nationale de l'Informatique et des Libertés has authorized them to use "Consent Wall" (you pay or you give your consent).
Right now in France this block represent around 20% of the session

2️⃣ Consented but Anti-Cookie browsers ✅👌❌🍪
As if consent issue was not enough, some browsers have decided to use "privacy protection" as a way to differenciate themselves : they block all 3rd party cookies.
This block represent around 22% of the session in France

3️⃣ The Freeland ✅👌✅🍪
Right now this block represents 58% of the session in France (thanks to the domination of Chrome on the browsers).
But the interesting part is that when you take a look at the stat from Alliance Digitale France, this bloc weights 90% of the programmatic investments

This gap between where the money flows and where the audience really are create two major issues :
🔴 42% of the sessions are unused
🔴 Bid inflation on the last block

Wouldn't it be a great opportunity to be the one to address this unsollicitated audience at a very competittive price ?

Truth is... you can do it by using specific targeting strategies for each block :

1️⃣❌👌 : you can still target audiences through : Contextual, Semantic, Panel, Location.
2️⃣✅👌❌🍪 : You can do the same + you can also use alternative IDs (ID5.io, First-ID, Utiq, LiveRamp, EUID)
3️⃣✅👌✅🍪 : Why bother? Use 3P Cookie like everyone else !

At GreyFox Ads, we beleive the quality OpenWeb brings real efficiency to advertisers. We are the smallest Ad Network in France, but not the dumbest : we've created Master Deals to bring Media Traders :
⭐clean supply,
⭐smart targeting,
⭐simplicity,
⭐cost transparency.

You want to work with a quality partner to operate Video/Display programmatic campaign on the french market ?
📩 Contact GreyFox Ads !

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