2018 Audience First-Party Cookies 
VideoWeek
APRIL 10, 2025
Whether youre new to the industry or just need a refresher, heres a timeline of signal loss in digital advertising, from the moment Apple fired the starting pistol back in 2017 to this years predicted low of just 13 percent audience addressability via cookies. Difficult, but not impossible at least at first.
Clearcode
JANUARY 22, 2023
Both IDs in third-party cookies and mobile IDs are used to identify individuals as they visit different websites and mobile apps. 6 Alternatives to Third-Party Cookies and Mobile IDs in AdTech and Programmatic Advertising 1. The IAB Tech Lab’s Seller Defined Audiences (SDA) 5. Universal IDs and Device Graphs 2.
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Martech
SEPTEMBER 22, 2021
Analytics, including those powered by machine learning and artificial intelligence , that surface insights, enable journey mapping, audience segmentation and predictive modeling. A CDP may also facilitate digital advertising through an audience API that sends customer lists from the CDP to systems (i.e., Orchestration.
Clearcode
JANUARY 26, 2023
Key Points Web cookies are a storage mechanism in web browsers that are used to store data. There are generally two types of cookies: first-party and third-party cookies. First-party cookies are created by the domain (aka website) the user is currently visiting. ad.doubleclick.net).
Automatad Inc.
MARCH 23, 2022
While 65% are focusing on demographics for audience segmentation and identification, 27% have prioritized interest and activities. Audiences Constantly Look For Ways to Bypass Website Paywalls. IAB Europe’s CEO says that the future of third-party addressability is uncertain – Digiday.
Martech
MARCH 7, 2024
Mozilla deprecated third-party cookies in its Firefox browser in 2018; Apple did the same for Safari in 2019. In January 2020 Google announced it would deprecate cookies in the Chrome browser, and here we are, more than four years later. “You can’t just shoehorn or plug in your current audiences.
Adtelligent
JULY 1, 2020
The audience targeting and retargeting will be unworkable. Frequency capping based on third-party cookies will be unavailable. All these and other changes will lead to challenges in the audience identifying and in traffic monetization. And, first-party cookies remain the fundamental assets.
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