With Firefox, Safari and Edge already restricting third-party cookies and their sunsetting on Chrome fast approaching, the Czech Publisher Exchange (CPEx) started to research identity solutions that would enable them to identify users that are unaddressable in cookieless environments.

CPEx chose to integrate the ID5 ID, a leading next-generation identifier to increase addressability in browsers like Safari and Firefox and to prepare for the post-cookie era. CPEx leveraged ID5's Predbid Analytics Module to measure the value that using a first party identifier had on their inventory.