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To start, there’s the matter of signal loss, driven by factors such as Apple’s App Tracking Transparency, data privacy regulations , the consumer demand for data privacy , and Google’s plans to deprecate third-party cookies in Chrome in 2025. To meet these challenges, advertisers are testing new technological solutions to help them adapt.
The advertiser benefits from a higher match rate and faster data load time than cookie-synching. In the absence of a UID, brands can reach specific audience segments without the need for third-party cookies through contextual targeting. From a targeting perspective, it feels democratic, but it’s still in the young days.
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