Let's be clear, Google's announcement shouldn't really make any difference to the plans that advertisers should have been making... there is no reason to change the pathway the industry was on.
All actors in the market need to recognise that there's no "silver bullet" and that a blend of UIDs, publisher first-party data, AI-derived audiences, and contextual targeting will all have a part to play in the ecosystem... UK is now 60% cookie-free in open web environments.
The industry needs to accept that adherence to consumer privacy demands is non-negotiable... but also recognise that there are many existing effective signals and targeting techniques that will continue to drive media efficiency and effectiveness.
We know that the solutions we have put in place since 2019 at Teads deliver parity in measurement benchmarks when compared to cookie-based activation... there's no reason why the balance cannot be struck.
#cookieless-strategies #consumer-privacy #advertising-technologies #data-landscape #targeted-advertising
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