So What Does a Post-Cookie World Look Like?
Summary
I’ll admit, I was momentarily floored that this topic for discussion had reached him, before realizing this is no longer something that is talked about behind closed doors, and even then, only by those within the digital advertising world. Apple, after initially delaying their own privacy changes on the back of the pandemic, recently went full throttle, implementing ATT (App Tracking Transparency) at the user level with their latest iOS update. If Google’s public service announcement that it was planning to remove support for third-party cookies made everyone panic back in Jan 2020, Apple forcing advertisers to be more transparent about how user data is collected and used really shook things up. Last year, DoubleVerify launched its Custom Contextual solution for programmatic advertisers, delivering privacy-safe, cookie-free targeting that does not rely on personal information, but rather aligns ads to relevant content in order to maximize user engagement, create more meaningful experiences and with the intent to drive more conversions. It’s smart to reconsider contextual for the privacy-forward future, and especially in leveraging DV’s vast experience in ontology, semantic science, brand suitability and content classification to then effectively match relevant ads to audiences at key points of interest or intent.
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