ExchangeWire: What Does the End of Cookies Mean for Digital Advertising?

IX Open. Rosewood. London. 10/6/19

GDPR was announced in April 2016, with The Economist subsequently reporting that data is set to become more valuable than oil. Since coming into effect, it has drawn people’s attention to the value of their data, as well as their right to own and protect how it’s collected and used. It has also resulted in large internet browsers implementing technological changes that restrict third party cookies on their browsers; with Safari, Firefox, Explorer and Chrome having either already done so, or set to do so.

While the exact impact of this on the digital ad industry remains unclear, we do know that it will greatly alter how digital advertising currently works. ExchangeWire asked IAB UK’s Display and Data Steering group for their views:

What do you think the future of cookies and tracking looks like?

Marketing has been disrupted and it’s not going back: “From our vantage point, marketers aren’t going to revert back to contextual advertising or more basic forms of targeting, as the challenges associated with these practices – i.e. lack of addressability, frequency caps, attribution limitations, etc – greatly outweigh the benefits. Marketing has been disrupted and it’s not going back. That said, we don’t expect that practices like ‘fingerprinting’ will thrive, either, as they are neither transparent nor within the user’s control.

“Instead, we expect the future of tracking and addressable advertising will involve solutions that prioritise identity and consumer trust, both of which should be our industry’s top focus points moving forward.”

Sarah Vincent, senior director, strategic partner development, Index Exchange

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