Preparing for a cookie-less world

Show Notes

• 01:47
  The naming of 33Across

  Eric, along with his co-founder and an investor, conceived a business idea centered on leveraging messaging and social data to unlock new advertising possibilities. Eric's wife likened their idea to unlocking a crossword puzzle around clue 32 or 33 across, inspiring the name.
• 03:12
  Transitioning to a cookieless advertising world

  The transition to a cookieless advertising landscape represents a substantial market shift, with over $50 billion in US ad spend currently in flux. The emergence of new players and the redistribution of market share will likely lead to short-term challenges before stabilizing.
• 04:27
  The impact of third party cookie deprecation on advertising

  75% of marketers rely on third-party cookies for tracking and advertising. While there's a push for authenticated users, many consumers prefer free content without needing to log in, creating a challenge for maintaining advertiser-supported content.
• 06:28
  The impact of third party cookie deprecation on publishers

  Publishers and consumers can benefit from the deprecation of third-party cookies. This is possible if technologies like 33Across enable programmatic to continue to work and scale, directing dollars to an open internet instead of walled gardens like Facebook and Google.
• 07:35
  The incentive of big platforms to deprecate third party cookies:

  While the transition is being framed as an attempt at consumer protection, platforms like Apple, Facebook, and Google will gain more market share. Theyll make it easier for advertisers as users are already logged in on their platforms, making targeting simpler.
• 09:20
  How marketers can prepare for a cookieless world

  As addressability shifts from browsers to publishers, marketers should focus on building relationships with publishers. Supply-side platforms and those with direct publisher relationships will be winners, leveraging the publisher's connection with the consumer through technology.
• 10:44
  Enabling programmatic advertising through supply side platforms

  Some of the largest supply-side platforms include Magnite, PubMatic, OpenX, and Index Exchange. These platforms help publishers make their inventory biddable, programmatic, and actionable, enabling data and other things that previously sat on the demand side.
• 11:47
  The flow of advertising dollars in a cookieless world

  There's heavy competition today for third-party cookies and cookied impressions, but non-cookied impressions are less expensive. Savvy marketers can take advantage of this opportunity to reach consumers in quality ad environments at lower costs.
• 12:55
  Diversification in advertising platforms

  Investing in one platform is not ideal. Advertisers should invest in both walled gardens and the existing programmatic landscape with third-party cookie alternatives while considering the expense-to-revenue implications.
• 14:41
  New technology solutions vs. cookies

  Unlike cookies, newer technologies like 33Across are server-side, scalable, and respectful of users' choices. Ultimately, these technologies offer real-time capabilities and make it easier for publishers to manage and respect users' privacy.