Demystifying Identity In Digital Advertising is the first white paper in our Better Future Series and explore identity in a post-third-party cookie world
The phasing out of third-party cookies is expected to have significant repercussions on the digital advertising industry.
This paper begins by looking at the use of identifiers – which play a vital role in digital advertising – and how they will be made more challenging to use, as alternatives that respect users' data privacy and also provide useful insights for publishers and advertisers will need to be created.
A brief overview of the changes happening to identifiers is then covered and touched on ad blockers installed by distrusting consumers, browser limitations introduced by Google following the example of the more ‘secure’ browsers such as Safari and Firefox, and mobile limitations from Apple.
Solutions for these problems that show the opportunity for broader change to address persistent issues, and lay a framework for a more sustainable digital advertising ecosystem are then explored.