Tapad and the future of cookies

Earlier this week, Google announced plans to create “.. a path towards making third-party cookies obsolete”; which will result in the phasing out of support for third-party cookies in its Chrome browser within two years. While there has been much discussion and debate on the future of the third-party cookie, an announcement from Google has been anticipated for some time.

As many have said this week, the use of cookies and other identifiers has and will continue to evolve. What will never change is the value exchange between publishers and consumers that is enabled by relevant advertising. Notably, the need for independent companies to develop solutions that enable this value exchange has never been greater to ensure that publishers, consumers, and advertisers derive the most value from their relationship. 

We are well-positioned for the future.

From the start, Tapad has led with a consumer-first, privacy-centric approach to technology as the use and proliferation of devices and global privacy regulations continue to evolve. Over the past two years, Tapad has gone through a technical overhaul. Calling on almost ten years of expertise in identity resolution, we have created a modern platform that is flexible in terms of identity input as well as output. Anticipated change in the identity landscape was the driver behind our architecture decisions and what enables us to be responsive to a dynamic market. 

Consumer behavior and device use continue to change, bringing additional digital IDs into the equation - namely across the mobile and CTV environments. Our technology, however, is not tied to any specific type of identifier, but rather is focused on associating disparate identifiers at the individual and household level. 

Where do we go from here?

Google’s announcement has been characterized as a conversation starter, but we see it more as a call to action. With a timeline set, there is a need to converge on one or more solutions that can scale across the web.

In a post cookie world, publishers and advertisers will continue to require ways to create fair marketplaces across platforms and devices. Further, the platforms that currently power the programmatic advertising ecosystem will need to be able to invest and differentiate to bring value to their customers. Scaled privacy-safe identity solutions will be needed not only for classic targeting, attribution, measurement, and frequency capping use cases but also to carry consumer preferences and consent. Tapad will continue to play a leading role here.

However, we are not going to do this alone. 

As solutions around Google’s Chrome browser evolve, we will continue to take a leadership position and will work with Google, key industry groups, partners and customers to meet current and future needs for an independent identity solution at scale. In the meantime, we will continue to support an independent ecosystem where consumers come first and privacy standards are a priority. 

It’s business as usual...for now.

There will not be any changes to our graph products or services as a result of Google’s announcement in the near term. Any changes related to the Chrome third-party cookie will evolve and will no doubt be subject to significant industry participation and feed-back, indeed at the invitation of Google. We will proactively communicate any changes and product updates during this time period.   

We look forward to the opportunities resulting from these changes and ushering in a new era of identity resolution in digital advertising. 

Should you have any questions, please email info@tapad.com. 

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