6 Alternatives to Third Party Cookies and Mobile IDs in AdTech

Ever since Google Chrome announced in January 2020 that it’ll be shutting off support for third-party cookies in the next few years, companies operating in the programmatic advertising industry have been scrambling to find reliable and effective alternatives to continue operating. But the fact is that third-party cookies have been unable for some time already — both Safari and Firefox already block third-party cookies by default and have placed restrictions on other types of identification methods to prevent cross-site tracking, which is the main purpose of third-party cookies in programmatic advertising. More recently, Apple has also introduced changes to its mobile advertising identifier (IDFA) to strengthen user privacy for its iOS, iPadOS and tvOS users. It looks like Google will also be restricting access to its advertising ID in Android, GAID, as well. In this video, we outline the reasons why third-party cookies and mobile IDs are disappearing from programmatic advertising and list the 6 main alternatives. Chapters 00:00:00 Privacy changes in programmatic advertising 00:01:22 Universal ID 00:01:37 Data clean room 00:01:55 Google Chrome’s Privacy Sandbox 00:02:12 IAB Tech Lab’s Seller Defined Audiences (SDA) 00:02:27 Self-serve ad platform 00:02:44 Contextual targeting 00:02:52 More information Read our article to learn more about the alternatives to third-party cookies and mobile IDs: https://clearcode.cc/blog/alternatives-third-party-cookies-mobile-ids/ To learn more about our AdTech & MarTech development services, get in contact with our team: https://clearcode.cc/contact/