Addressability In The Wake Of Third Party Cookies

Addressability In The Wake Of Third Party Cookies

Jason Barnes is the Chief Revenue Officer, APAC at PubMatic. In this piece, he shares his thoughts on striking the balance between performance and privacy in a post-cookie world.

The third-party cookie isn’t long for this world… in less than a year, Google Chrome will have phased them out. ID on mobile app isn’t faring much better. Few in the industry were surprised when, in June of 2020, Apple confirmed another long-anticipated privacy measure – that its Identifier for Advertisers, or IDFA, would become opt-in for all users with iOS 14 or later. Many in the programmatic marketing field expect Google to follow Apple’s lead and restrict its own mobile advertising ID (GAID).

Programmatic advertising needs addressability to thrive, and that hinges on identity resolution. But these privacy restrictions by tech giants are being further complicated by regulators throwing additional challenges at targeted advertising. These regulations impose significant restrictions around acquiring user consent, making it much harder for publishers to collect user data and for advertisers to effectively target those users.

Clearly, there needs to be a balance struck, with consumer rights and preferences being respected by the industry and regulators, while ensuring that all parties can transact and engage around content effectively.

The burden of protecting user privacy is shared by the entire ecosystem: brands, publishers, and technology providers as they urgently search for new ways to address their audiences. But in this rapidly evolving era, it’s a complicated landscape out there. That’s why we partnered with Digiday to commission a new guide to identity in a post-cookie world – the techniques and technologies that buyers and publishers are leveraging to master identity and addressability in the new normal.

Check out this new guide to learn:

– Why targeting unique addressable IDs is now a major industry focus

– How deterministic and probabilistic IDs differ — and why both are necessary

– Why some industry professionals are managing IDs through a single interface

– Why programmatic will need addressability to survive and thrive

 




Please login with linkedin to comment

pubmatic

Latest News

Revium Snags Peter Bauld From Deloitte Digital
  • Advertising

Revium Snags Peter Bauld From Deloitte Digital

Revium, a leading full-service digital and AI consultancy, has announced the appointment of Peter Bauld (lead image) as Executive General Manager. Revium is a full-service digital and AI consultancy with over 20 years of experience creating engaging digital experiences for leading organisations and their customers. Bauld joins Revium after an illustrious career spanning over two […]

Veridooh Snatches Prashand Menon From ScentreGroup
  • Advertising

Veridooh Snatches Prashand Menon From ScentreGroup

Out-of-home OOH) and digital media leader Prashand Menon (lead image) has joined OOH ad tech company Veridooh as group business director within NSW and QLD. Menon joins Veridooh from his most recent role as ScentreGroup’s group business director and brings with him more than 10 years of experience in Australian media. Previously, he held positions […]

Kat & Co Transforms Into THE WORLD OF Experiential Agency
  • Advertising

Kat & Co Transforms Into THE WORLD OF Experiential Agency

After more than twelve years of producing experiences for some of the world’s most innovative brands, including Hermes, Van Cleef & Arpels, Louis Vuitton, and Tiffany & Co, Kat & Co has quietly metamorphosed into THE WORLD OF. THE WORLD OF is an experiential agency at the juncture of culture, technology and the human condition. […]

SMG Studio Launches Risk: Global Domination X Dune Part Two
  • Campaigns

SMG Studio Launches Risk: Global Domination X Dune Part Two

Through a licensing agreement with Legendary Entertainment, SMG Studio inked the rights to adapt Dune: Part Two into a game based on Risk: Global Domination, Hasbro’s interactive board game. Inspired by Denis Villeneuve’s cinematic masterpiece, Dune: Part Two, this new digital adaptation, RISK: Global Domination X Dune: Part Two, is poised to captivate players from […]

QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market
  • Marketing

QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market

Taylor Swift, Lunar New Year and the Sydney Gay and Lesbian Mardi Gras Festival have had a dramatic impact on the number of people moving in and around Sydney over the past month, drawing big crowds into the heart of the city and its surrounding suburbs. New data from digital outdoor company QMS reveals a […]