Roqad reposted this
I knew something was coming, call it a gut feeling, a disturbance in The Force, the winds of change. Now that it's here I'm feeling surprisingly … well I’ll get to that! Let me go through my thoughts on the scenario. We’ve been talking about and building for the great “cookie apocalypse” for 4+ years, shouldn’t this announcement be a disaster for Roqad, really for the whole adtech industry? I think not. My company's mission doesn't change a bit, we’re still providing privacy-safe identity resolution that adtech companies and brands can use for retargeting, attribution, audience extension, ID translation, and online activation. The need for ID translation remains, and is probably more needed than ever to target users on CTV, online radio, DOOH, desktop, and of course mobile. Plus there are more than 80 different types of universal ID, and there isn’t one that dominates to such an extent that it’s a single-solution. There needs to be an aggregator and translator that can also tell you which IDs are the best at supporting conversions. We will continue to make the glue that can bind other IDs together. Third-party cookies (3PC) are still going to be de-emphasized, but in more of a gradual decline than a sudden "cookie apocalypse." Our friend Sven Wegholz from Publicis Groupe summed it up nicely at the last Adzine Connect: most of the online users are already unreachable by cookies. An optimistic calculation will get you about 30% of the internet addressable by third-party cookies. When Google launches the user choice feature, the decline of the remaining 30% begins. But we'll still use 3PC while they're here. It’s one of many signals and IDs that we use to answer the question – who is this person? We even recently added contextual signals to the identity graph. We’re adding up to 10 IAB content categories for each user in Europe and North America. We're still going to release our new algorithm and probabilistic graph that works without 3PC cookies because as CTO Bartek Bogacki puts it, our new algo is not just about working without cookies, but it contains improvements for the whole probabilistic graph. (Bartek also mentioned that Google might be considering a built-in TCF for Chrome… I hope Google builds it, THAT would be a very interesting privacy feature for their browser). So my response to the announcement can be distilled to four words: It's business as usual. Business as usual for us means that we’ll keep innovating with the “privacy by design” foundation. We'll keep solving for privacy-safe identity, expanded reach and addressability for all companies that want to engage customers and future customers online. We’ll do that with or without third-party cookies. But I imagine that our marketing people will have to update some of our "are you prepared for the cookieless future?" content :) p.s. I'll add some relevant links below in comments