Addressability in the
post-cookie age.

Helping media buyers and sellers navigate the evolving identity landscape.

In 2024, the world will say goodbye to the third-party cookie.

The addressability, measurement, personalization, frequency capping and other services the technology has always provided are also coming to an end.

The result? Dozens, if not hundreds, of solutions have sprung up to solve this challenge – but which of them is right for your organization? Here’s how they stack up.

The future
of digital identity.

1. Authenticated first-party data.
Publishers can use authenticated (logged in, known email, etc) first-party data to segment and share audiences directly with buyers through a private marketplace (PMP) setup, or use a data cleanroom.
2. Probabilistic, shared, or alternative IDs.
Alternative Identifiers effectively replicate third-party cookie functionality. They can be based on deterministic data, such as anonymized Personally Identifiable Information (PII), or probabilistic data, such as user device data & modeling to approximate identity.
3. Contextual solutions.
Technologies which enable targeting based on the on-page content being consumed. Ads served in this way, when a user is in a specific mindset, are likely to be better received than those based on user identity alone.
4. Browser-based solutions.
Browser-based initiatives, such as those found in the Google PrivacySandbox, developed to replace specific functionality which is currently being handled by the third-party cookie, including Topics/FLoC, TURTLEDOVE and FLEDGE.

The future
of digital identity.

1. Authenticated first-party data.
Publishers can use authenticated (logged in, known email, etc) first-party data to segment and share audiences directly with buyers through a private marketplace (PMP) setup, or use a data cleanroom.
2. Probabilistic, shared, or alternative IDs.
Alternative Identifiers effectively replicate third-party cookie functionality. They can be based on deterministic data, such as anonymized Personally Identifiable Information (PII), or probabilistic data, such as user device data & modeling to approximate identity.
3. Contextual solutions.
Technologies which enable targeting based on the on-page content being consumed. Ads served in this way, when a user is in a specific mindset, are likely to be better received than those based on user identity alone.
4. Browser-based solutions.
Browser-based initiatives, such as those found in the Google PrivacySandbox, developed to replace specific functionality which is currently being handled by the third-party cookie, including Topics/FLoC, TURTLEDOVE and FLEDGE.

One size does not fit all.

It’s likely there will be no single winner. Digital buyers, sellers, and platforms will need to adopt a multi-point approach, leveraging different combinations of solutions to satisfy different advertising objectives.

Finding that optimal combination, however, will require a robust testing program that can plan and execute campaigns using various post-cookie approaches alongside current cookie-based methods.

Cookieless is coming.
We can help you prepare.

The MediaGrid’s identity framework can help media buyers and sellers plan your post-cookie targeting and measurement strategy.

Our unique solution runs coordinated A/B experiments using the broadest range of post-cookie alternatives available to the market.

ID testing framework.

ID testing framework.

No matter how your business leverages identity, our phased approach helps you maintain it – without compromising the KPIs that are important to you.

Audience targeting and retargeting

Lookalike modeling, attribution, and event optimization.

Seamless activation

Of any number of ID solutions, including Privacy Sandbox, contextual, and first-party data.

Full bid-level intelligence

To see what’s working best for your business.

Reporting on the metrics that matter

Conversion measurement, frequency capping, eCPM, CTR, and more.

Get ready for cookieless.

Identity framework features.

 

Connect with

The MediaGrid


Contact us to learn more.
info@themediagrid.com