B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • NRL
  • WPP
  • B&T Women in Media
  • AFL
  • Thinkerbell
  • Pinterest
  • State of Origin
  • imaa
  • Anthony Albanese
  • Meta
  • ARN
  • AI
  • Spotlight on Sponsors
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Is A Unified ID The Answer To Our Cookie Problem?
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Advertising > Is A Unified ID The Answer To Our Cookie Problem?
AdvertisingTechnology

Is A Unified ID The Answer To Our Cookie Problem?

Staff Writers
Published on: 1st August 2019 at 5:57 PM
Staff Writers
Share
3 Min Read
Chocolate chip cookie with crumbs isolated on white background. Homemade bakery and dessert
SHARE

Much has been made of the cookie in recent times, particularly when it comes to programmatic advertising.

While some have hailed it the death of the cookie, it now seems more likely that what we know now will not disappear entirely, rather it will just change to better suit privacy concerns.

Programmatic company OpenX managing director APAC Andrew Tu spoke of life in a post-cookie world during a panel session at Advertising Week APAC 2019 in Sydney this week.

“Cookies will not disappear,” Tu said. “What it will probably morph to is a deeper knowledge of the user based on say, a unified ID, which will use some tracking.”

The idea of a unified ID has been much-discussed in recent times, as advertisers look for an alternative to traditional ad targetting solutions.

A unified ID promises advertisers a standardised identifier for when a user visits a webpage, which in turn will speed up website loading times and allow publishers to match more of their audience data with their inventory.

It would also aid user privacy concerns by limiting the number of companies IDs are synced to.

Independent ad tech firm The Trade Desk has been leading the way in this space, rolling out its unified ID late last year.

And while some argue such a solution disadvantages smaller demand-side platforms (DSPs), it does provide an opportunity for the ad tech space to move away from third-party cookies, which have caused so much controversy in recent times.

“The main goal is to come up with a unified ID that is considered a first-party cookie and can sense that a user approves receiving personalised ads,” said Verizon Media director of ad tech platforms John McNerney.

This could theoretically allow online advertisers to deliver more targeted solutions based on stronger intent signals, a move away from the scatter-gun approach third-party cookies encouraged.

But what would happen if the industry were to reject this change?

“If we can’t trap consumers and deliver targeted messages to them, based on some kind of identifier Advertising Week is going to be a lot smaller next year,” Tu joked.

“I hope we can come to some sort of compromise where we can still target, still tack in a privacy-compliant way that won’t freak out the consumer, but delivers on the basic premise of a value exchange.”

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Cookie, Privacy
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Bec Judd & Jess Roberts Reveal All In New Cosmetic Treatments LiSTNR Podcast
07/07/2025
Pray.Com Resurrects Jesus In AI Surprisingly Viral Marketing Videos
07/07/2025
TV Ratings (06/07/2025): Travel Guides Hits 1.15M As San Fran’s Robots Take the Wheel
07/07/2025
Are Media’s Australian Women’s Weekly Health Summit Returns In 5 Cities
07/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?