What your colleagues and competitors think of digital advertising’s cookieless future was revealed in AdExchanger’s latest research report on identity.
For example: Even as the industry pins its hopes on email-based identifiers, respondents say they are split on whether solutions anchored to email addresses are more privacy-safe than third-party cookies. They are also mostly unsure about the Privacy Sandbox – reflecting its still-nascent status.
Though AdExchanger fielded the report before Google decided to push back the deadline to remove cookies by a year and a half, the results validate its decision to give the industry more time. While our readers were mostly bullish about solutions for prospecting without third-party cookies, they were downright pessimistic about replicating attribution, frequency capping and retargeting without third-party cookies.
In the second half of this week’s episode, we consider the latest belle of the ad tech ball: Flashtalking, which Mediaocean acquired for half a billion dollars this week. We talk about where this deal leaves the independent ad server market and whether it could presage a Mediaocean IPO.