ID5 bought TrueData mainly to tackle what ID5 CEO Mathieu Roche calls the “massive fragmentation” of digital identity, which is a problem on the user side and the provider side.
When Google reversed its decision to deprecate third-party cookies, the first word in ID5 CEO Mathieu Roche’s mind was an expletive. But it doesn’t really matter what happens with cookies on Chrome anymore. “Most of the industry has moved past the notion that cookies were good enough to target and measure advertising on the web,” Roche says.
If Chrome imitates Apple, there may be a de facto deprecation of the third-party cookies, since potentially only a slim percentage of users would consent to tracking. In that case, advertisers would still have to primarily rely on cookie alternatives, including the Privacy Sandbox.
In today’s newsletter: Google’s cookie deprecation delay hurts Chrome Privacy Sandbox supporters; mall chains go for broke with their DTC efforts; Warner Bros. Discovery launches a first-party data product.
Only a small handful of identity solutions will still be standing within the next five years, according to ID5 CEO Mathieu Roche – and he intends ID5 to be one of them.
Out of the 15 features bundled in the Privacy Sandbox, 12 have the potential to stifle ad tech innovation and disrupt advertising use cases. Let’s take a closer look at two of these features: Fenced Frames and IP Protection.
ID5 is integrating its ID graph into The Trade Desk’s Identity Alliance. And European publishers partnered with ID5 can apply EUID for logged-in traffic.
Despite their perilous position, some companies still aren’t preparing for the end of third-party cookies. But the lack of testing isn’t because they aren’t concerned.
The Competition and Transparency in Digital Advertising Act, the American Data Privacy and Protection Act and efforts to change Google’s and Apple’s mobile advertising practices would force companies to adopt new practices and technologies to understand and act on consumer identity. Mathieu Roche, co-founder and CEO at ID5, dives into each initiative and its implications.
The word “cookieless” crops up in virtually every conversation about the future of online identity. But what exactly do people mean when they say “cookieless”? Although the definition seems simple enough – the absence of cookies – it lacks the nuance to encompass the true complexity of signal loss. It’s also a misnomer.
