Chasing alternative to third-party cookies

Chasing alternative to third-party cookies

75% in the advertising industry think that alternatives to third-party cookies are very important or critical but 40% feel their company is not fully prepared, according to a report from IAB Europe. The organization has launched an updated Guide to the Post-Third-Party Cookie Era.

The IAB survey showed that nearly half of all respondents said that it was critically important to find an alternative to the third party cookie. Only 13% said it isn´t very important.

The guide is an updated version of the first edition in May 2020 with insights into the many alternative solutions that are being developed to replace third-party cookies when they are depleted in 2022, including context, identity, the use of telco data and the Google Federated Learning of Cohorts (FLoC) initiative.

Consumer privacy and respect in advertising is paramount. Recent moves to ensure privacy through corporate and government initiatives – including the deprecation of third-party cookies – means that advertisers need new tools and resources to ensure efficient and effective campaign measurement and targeting”, said Chair of the IAB Europe Programmatic Trading Committee, David Goddard.

Referring to that no clear alternatives have been agreed yet, Goddard said the IAB guide will continue being updated

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