“Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media.
Today’s column is written by Jeff Green, CEO at The Trade Desk.
Mozilla is no longer out alone calling for the end of third-party cookies; others such as Google and Microsoft have joined the fray in recent months.
Google made headlines again for privacy just last week – a $17 million settlement for violating Apple users’ default privacy settings. It’s a telling speed bump in the online advertising industry’s accelerating conversation. Why? Because the whole story – who’s winning what in privacy – hasn’t been told. Here are the players pushing the dialogue, and here’s what they hope to get out of it.
Mozilla (Firefox). About a year ago, Mozilla declared war on third-party cookies and disrupted a quid pro quo that makes the Internet go round. What quid pro quo? The exchange transacted when users access a free Internet and advertisers serve them targeted ads. This means that all the companies that power ad tech that don’t have a strong direct interaction with consumers (so they can set first-party cookies) would be at a disadvantage.
The real story: Mozilla has commandeered the conversation about the quid pro quo and is about to opt-out consumers by default. Mozilla’s call for an end to third-party cookie tracking disrupted the global Internet economy, where data and ads are currency. They have offered no alternative exchange.