Is A Unified ID The Answer To Our Cookie Problem?
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.”
Latest News
Gen Z And Millennial Pinterest Users Reveal What Inspires Their Post-Pandemic Shopping
Gen Z and Millennials are turning to Pinterest to shop for products that reflect their desire for fresh looks after months spent indoors with limited social interactions. While both generations are looking to shop for fresh colours, new outfits, and ways to revamp their homes, their searches on Pinterest reflect how their taste in styles […]
CNN Analyst’s Return Following Masturbation Incident Sparks Outrage
CNN is facing backlash after welcoming back legal analyst Jeffrey Toobin only months after he was caught masturbating on Zoom during a working meeting. Toobin went viral around eight months after a video of him being caught masturbating by his coworkers in a Zoom work meeting was leaked to the press. Toobin publically apologised for […]
Ian Thorpe, Dami In & Collette Dinnigan To Star In 10’s Celebrity MasterChef
Unlike many "celebrity" reality TV shows, 10's Celebrity MasterChef does appear to have actual bona fide celebrities.
Hansen Yuncken Appoints Icon Agency To Lead National Comms
Aussie construction company Hansen Yuncken has engaged Icon Agency to boost its public relations and communications capabilities nationwide. The new partnership aims to bolster Hansen Yuncken’s corporate profile and raise awareness of its iconic, innovative and sustainable projects across the country. Icon Agency’s managing director, Joanne Painter, said: “Hansen Yuncken is an Australian construction industry […]
Ben Roberts-Smith Hired a Private Investigator and Used Burner Phones, Court Hears
The Ben Roberts-Smith defamation case is doing a brilliant job of remaining newsworthy. In the last two days, Roberts-Smith has admitted he hired a private investigator and used burner phones. According to The Guardian, Roberts Smith said in court that he hired a private investigator and commissioned the PI to check his alleged mistress was […]
Condé Nast Agree To Wage Raise After Two-Year Campaign By The New Yorker Union
CondÉ Nast, the publisher of publications such as VOGUE, Vanity fair, Pitchfork and The New Yorker has agreed to raise the minimum wage for employees after a campaign by the New Yorker union. The union had previously organised a protest, which saw New Yorker staff demonstrating outside VOGUE editor-in-chief Anna Wintour’s home. Placards at the protest had […]
Pedestrian Group Unveils Refinery29 Team Ahead Of ANZ Launch
Refinery29 releases press photo of launch team which, if it were a "who's tallest?" competition, would be a dead heat.
GoDaddy Wins Gold As Official Partner For Australian Olympic Team
GoDaddy has announced it has been named as the official website builder partner of the Australian Olympic team for the Tokyo 2020 Games. GoDaddy has a history of supporting entrepreneurs and small business owners in Australia. Many Australian Olympic athletes are small business owners themselves, running businesses and side hustle to help support the pursuit […]
The Red Republic Announces New In-House Promotions
Red Republic announces in-house promotions. Apparently has no comment on ScoMo meeting the Queen yesterday.
French Star Removes Heineken Bottle At Press Conference A Day After Ronaldo’s $5.2B Coke Stunt
Soccer star removes zero-alcohol beer from press conference. For religious reasons, not because it tastes like shit.
Global Media Network MDC Partners Adds This Is Flow To Global Affiliate Program
MDC Partners (NASDAQ: MDCA), the company that owns agencies including 72andSunny, Anomaly and Media Kitchen, has expanded its global footprint in a partnership with This Is Flow. The Australian based indie will become MDC’s affiliate media planning and buying agency across Australia and New Zealand and will help manage global clients and participate on global pitches etc. however This is Flow will still remain 100% independent.
Broadsheet Media Appoints Emma Joyce National Assistant Editor
Broadsheet Media appoints Emma Joyce as national assistant editor with the remit to assist nationally.
Deloitte Digital Wins Round One Of Siren Awards For Suzuki Ad
Round one of the Siren Awards has been run & won with Deloitte Digital taking home the trophy & leftover sausage rolls.
Desert Island Discs, David Attenborough And More BBC Content To Be Hosted On LiSTNR
After announcing a collaboration with Apple Podcasts Subscriptions, SCA has shared that podcast publishing app LiSTNR will be partnering with BBC. The partnership will see the BBC’s most popular titles and content by globally known personalities available on LiSTNR from 23 June 2021. The partnership is also the first time the majority of the BBC […]
The “World’s Worst Football Team” Stars In Witty Work For Online Sports Betting Co
Brazilian football team Ibis Sport Club has achieved cultish status in the country and probably not for the reason you’d expect in the soccer-mad nation. That’s because Ibis has been lumbered with the rather unflattering title of the world’s worst football team. Apparently it all goes back 40 years when, during a period from 1980-1984, […]
DoubleVerify’s Custom Contextual Targeting Launches On The Trade Desk
DoubleVerify has announced the expansion of a partnership with The Trade Desk to include activation of DV Custom Contextual, which will enable programmatic advertisers using the platform to target relevant audiences in a privacy-safe manner that does not utilize cookies or personally identifiable information. The Trade Desk now supports a comprehensive suite of DV’s pre-bid […]
Wednesday TV Wrap: Hard Quiz Beats Travel Guides For Entertainment Lead But Nine Wins The Night
Cold weather having little impact on TV viewer numbers. Same can't be said for the sale of Kmart's flannelette pyjamas.
Carat Melbourne Wins General Motors Specialty Vehicles’ Media, Makes Two Senior Appointments
Carat snares media for the iconic American truck brand. Thankfully, stops short of staff boot scooting competition.
Boris Johnson Tweets Criticism Of Anti-Lockdown Protestors Who Chased And Harrassed BBC Journalist
B&T would never tolerate abuse of journalists & that's despite receiving "you suck" emails from our own readers daily.
Seven Reveals Revenues Up 45% In Q4
Seven West Media releases Q4 update. Yet, no mention of Ben Roberts-Smith or James Warburton's gold-plated toilet seat.
marie claire Asks Australia’s Leading Advertising Agencies To Talk About Consent
With the discussion about consent raging and following the Federal Government’s recent campaign comparing sex to milkshakes, Are Media’s marie claire has turned to some of the country’s top advertising agencies to come up with an alternative communication solution. Leading creative agencies, DDB Melbourne, M&C Saatchi, Ogilvy, The Hallway and The Works, were briefed by […]
Envisioning The Future Of Targeted Advertising: Where Do We Go From Here?
Jason Barnes [featured image] is the Chief Revenue Officer, APAC at PubMatic. In this piece, he looks at the future of targeted advertising and discusses how the digital advertising ecosystem can correct its course. There is perhaps no bigger disruptor to the digital ecosystem than the changes afoot around addressable advertising. Addressability is a key […]
Swinburne University Of Technology And FourthRev Help Students Gain Hands On Digital Skills
Swinburne University of Technology has launched a series of Bootcamp Graduate Certificate courses, developed in partnership with FourthRev. The courses, an Australian-first, will upskill career changers and provide students the capabilities required to thrive in the digital economy. They are available on-campus and through its online arm, Swinburne Online. Alongside completing projects which will emulate […]
PayPal Partners With Welcome To Country
PayPal has partnered with Welcome to Country, Australia’s first Indigenous-led not-for-profit marketplace, which showcases businesses that support Aboriginal and Torres Strait Islander communities. Welcome to Country launched in 2019, providing an online platform for Indigenous experience providers across tours, day treks, scenic flights, bush food, festivals, art and cultural experiences. When the pandemic hit, the […]
Former Deputy PM Julie Bishop Now Has Her Own Barbie Doll
Former liberal politician and female icon Julie Bishop has further cemented her celebrity status by scoring her very own Barbie doll. According to The Sydney Morning Herald, Barbie creators Mattel, created the Barbie doll in Bishop’s likeness to honour her achievements. Unfortunately, the Julie Bishop Barbie won’t be for sale. Instead, the one-off doll was […]
The Brag Media Refreshes Look For Three Titles, Makes Two Hires
The Brag Media has given its mastheads a spruce and a spring clean. One staffer even suffering a dust mite allergy.
Christiano Ronaldo Removes Coke Bottles From Presser, Stings The Brand $5.2 Billion In Marketing
To be fair to Coke, it's like water just with biphenol-A, phosphoric acid, aspartame, sucralose & acesulfame potassium.
ABC Radio Host Jon Faine Calls Out Peter Dutton For Constantly Trying To Sue Him
You'd be right in thinking the government's relationship with the ABC was starting to resemble an episode of MAFS.
WPP’s Comms Man Toby Hemmings Departs After Just Nine Months In The Role
WPP's local newsagent raking it in on leaving cards as yet another high-profile staffer heads for the exits.
Two-Thirds Of Vehicle Owners Fear They Won’t Have Transportation Flexibility In The Future
R/GA unveils its 'Future of Mobility Report'. Once again, no signs of flying cars, jet packs or teleporting.
