In theory, the open Web should represent the perfect value exchange economy. Brands buy media to reach current or potential customers. With that revenue, publishers pay journalists, writers, photographers, graphic artists and engineers to create and deliver the words, sounds and images that enrich society. And bringing it full circle, people get great content for free, while learning more about the products and services that are important to them.
The reality of the open Web is more complex. Brands grapple with an inefficient ad ecosystem. Publishers struggle to monetize effectively. And people lack trust in how their data is used.
Meanwhile, the walled gardens are closing in. Social platforms, the most egregious offenders of consumer data privacy, are the ones benefiting from the backlash their missteps created. And Facebook still hasn’t learned from its mistakes, continuing to allow dubious and misleading content. The demise of the third-party cookie and Apple’s IDFA opt-in make walled gardens stronger, allowing them to leverage their reach and first-party data at the expense of the independent ecosystem.
Our society needs a thriving open ad-supported Web where publishers, brands and people all benefit from value exchange. What can marketers do right now? They first step is to get informed. MediaMath’s whitepaper Preparing for a Post-Third-Party Cookie World: Identity & the Future of Online Advertising explains how identity works today so brands can be informed for tomorrow. Read it to learn more about:
- Mitigating first-party data loss
- Transacting on common identifiers
- Identity graph implementations
- The first-party approach to replacing third-party cookies
- The importance of data portability
By understanding how identity works now, marketers can not only prepare for future standards, they can help design a better ecosystem—one in which people continue to get the content they love while feeling certain that their data privacy is respected.
Download Preparing for a Post-Third-Party Cookie World: Identity & the Future of Online Advertising now here.