A year before Google becomes the last Big Tech platform to phase out browser and mobile IDs, the ad industry is bracing for a period of tumultuous change.
Google will begin phasing out third-party cookies in Q3 2024, and we’re getting a lot of customer questions as urgency builds. Our FAQ will help you prepare for the fallout across the digital ad ecosystem.
The yearslong phaseout of third-party browser and mobile identifiers should conclude by this time next year. The ad industry has been talking about this transition since the EU passed the General Data Protection Regulation (GDPR) in 2016, but now it’s time to act.
Key Question: What technologies and paradigms will power the post-cookie world?
KEY STAT: Advertisers and publishers agree that actionable first-party data is the best antidote to legacy identifiers. But each side believes more firmly in its own data than the other’s.
Here’s what’s in the full report
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6expert perspectives
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Table of Contents
Executive Summary
Why is identity resolution important?
What’s on ad executives’ minds as they hit the home stretch toward ID deprecation?
Identity service providers continue to multiply, defying predictions of consolidation—so far.
Several states are doubling down on data privacy.
GenAI is powering identity resolution as well as ID-free targeting.
Partner and Global Senior Vice President, Publisher Operations and Tech Strategy
Interviewed September 25, 2023
Budi Tanzi
Experian Marketing Services
Vice President, Product
Interviewed October 2, 2023
Melinda Han Williams
Dstillery
Chief Data Scientist
Interviewed September 19, 2023
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Solutions That Hold the Greatest Promise in Replacing Cookie-Dependent Solutions According to Advertisers and Publishers Worldwide, Feb 2023 (% of respondents)
Solutions That Hold the Greatest Promise in Replacing Cookie-Dependent Solutions According to Advertisers and Publishers Worldwide, Feb 2023 (% of respondents)
Solutions That Hold the Greatest Promise in Replacing Cookie-Dependent Solutions According to Advertisers and Publishers Worldwide, Feb 2023 (% of respondents)