Ad-Tech Experts Call for Third-Party Verification After the Death of the Cookie

Ad-Tech Experts Call for Third-Party Verification After the Death of the Cookie

Google’s proposals for machine learning-based frequency capping questioned

17 October 2019

The “death of the third-party cookie” is a popular narrative shaping contemporary ad tech, with public inquisition into the extent of online targeting—and tracking—of consumers causing controversy.

Like it or not, the use of cookies, pieces of software that direct the flow of online ad spend by tracking audiences, is at the core of the $130 billion-per-year digital advertising economy, not to mention its entire value proposition.

However, legislation such as the California Consumer Privacy Act and General Data Protection Regulation are indicative of public distaste for the extent of online audience monitoring, and the largest consumer-facing brands are taking note.

This has prompted a somewhat voluntary rollback. The biggest names in digital media are exchanging public enthusiasm for ubiquitous connectivity for a more cautious tone. Google’s overt communications, for instance, are now more mindful of “transparency, choice and control” compared with the “don’t be evil” mantra of its earlier days.



However, not everyone is as enthusiastic. Many recall Google’s history of implementing commercial arrangements that play out in its own favor while other industry stakeholders are simply collateral.

Michael Nevins, CMO of Smart AdServer, told Adweek that managing frequency while respecting privacy is a laudable goal, but the move is primarily about serving Google’s interests, as it will only provide value to advertisers in the Google universe.

“If Google doesn’t make this data available in their publisher stack, it means that they will [again] have asymmetrical advantage in competing with their own publisher clients due to Google’s massive amount of logged-in users,” Nevins said. “For independent publishers, the battle will be fought by leveraging deeper contextual signals, advertisers’ data, their own logged-in audience plus federated data from their alliances with other publishers.”

Related News

We deliver scoop on the latest in ad tech! Get news, tips and thought leadership focused on programmatic, quality, mobile, video, gaming, innovative formats, ad serving, quality and more. Smart covers it all!

Leading the way in transparency

Buyers.json: Leading the Way on Buy-Side Transparency

Until now advertising transparency standards were focused on the sell-side. Recently, the IAB introduced the buyers.json and DemandChain Object standards to serve as the buy-side counterparts. At Smart, we are excited to take the lead on embracing buyer transparency initiatives with our LiquidM DSP being the first to adopt buyers.json.

Read More

Ad Tech’s Challenge: Authentically Engaging the U.S. Hispanic Market

According to the 2020 U.S. Census, over 62.3 million Hispanics live in the U.S. But, the scale and influence of this audience isn’t always reflected in the amount of media spend being invested by marketers. Here we share takeaways from our discussion with a panel of experts around how ad tech can better engage with the U.S. Hispanic market.

Read More