OMD contributes to IAB Europe Guide to the Post Third-Party Cookie Era
OMD EMEA
12 May 2020

The IAB Europe Guide has been developed by experts from IAB Europe’s Programmatic Trading Committee (PTC) to prepare brands, agencies, publishers and tech intermediaries for the much-anticipated post third-party cookie advertising ecosystem.

 

It provides background to the current use of cookies in digital advertising today and an overview of the alternative solutions being developed. As solutions evolve, the PTC will be updating this Guide on a regular basis to provide the latest information and guidance on market alternatives to third-party cookies.

 

 

Miles Pritchard, Managing Partner for Data Management Solutions, OMD focused on the use of alternatives to the 3rd party cookie, specifically forms of more persistent identity.

 

The Guide, available here as an e-book or PDF, helps to answer to the following questions:

  • What factors have contributed to the depletion of the third-party cookie?
  • How will the depletion of third-party cookies impact stakeholders and the wider industry including proprietary platforms?
  • How will the absence of third-party cookies affect the execution of digital advertising campaigns?
  • What solutions currently exist to replace the usage of third-party cookies?
  • What industry solutions are currently being developed and by whom?
  • How can I get involved in contributing to the different solutions?

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