Crumbling cookies & 1st party data — Juan Mendoza // The MarTech Weekly

Show Notes

• 02:00
  DOJ lawsuit and the future of adtech in a post cookie world

  The recent DOJ lawsuit against Google over antitrust and privacy issues could majorly impact the future adtech industry. This development coincides with the transition away from third-party cookies and raises concerns about how targeted advertising will be done in the future.
• 04:40
  The chaotic phase between third party cookies and what happens next

  Over 100 adtech companies in the US are currently working on cookie replacement technologies in the search for alternatives to third-party cookies for online advertising. The focus is on first-party data and three main streams: replace, rewrite, and rethink.
• 05:49
  The role of UID 2.0 in replacing third party cookies

  This technology seeks to replace third-party cookie technology by using email addresses to identify users. UID 2.0 allows for more personal data to be used in targeted advertising and does not rely on cookies stored within the browser.
• 08:15
  Rewrite and the emergence of data cleanrooms

  Rewrite is about directly sharing first-party data with an ad network. Essentially, data cleanrooms allow for data sharing between brands and publishers by anonymizing that data to protect user privacy, while providing advertisers with non-personally identifiable information.
• 10:20
  Contextual targeting as an alternative to tracking individual users

  Rethink is about moving away from targeted advertising and instead relying on publishers' segmentation and data collection within their own ad networks. Rather than data-sharing, its using the publishers data to contextually target a specific group of people based on their needs.
• 12:53
  The value of first party data as a replacement for third party cookies

  Third-party cookie replacement technologies are getting the most attention in the adtech space currently, with major players like The Trade Desk and Lotame launching their own solutions. However, there are questions about whether this is the best and safest solution for the industry.