What does a third party cookieless marketing ecosystem look like? Third party cookies are being demised. This will impact right across the digital marketing and advertising ecosystem, affecting audience profiling, tracking and measurement. Meanwhile, multiple vendors, consultants and industry experts are exploring, assessing and developing alternative ID tracking systems and approaches. In its Summer 2020 Cookieless Collective learning series, ISBA invited many of these to present to members and you can access all materials and recording within this hub.
Agenda
14:00 – 14:05 Welcome, ISBA
14:05 – 14:30 Christian Carlsson, Global Solutions Architect at Live Ramp + ISBA member Q&A
14:30 – 14:55 Joel Livesey, Lead Senior Director Inventory Partnerships at The TradeDesk + ISBA member Q&A
14:55 – 15:00 Full session comments and Q&A
Live Ramp
Life after cookies - a privacy-first approach
It has become clear that the third-party cookie is going away, but less clear are the use cases that will be impacted as we no longer work in the way we are used to. Many use cases that the industry takes for granted, such as data collection in a DMP, pushing data into a DSP, and even everyday targeting tactics, will not be able function in the same way in the future. In this session, we will be exploring some of these use cases and how they can continue to function beyond the third-party cookie, while greatly improving user privacy and transparency.
The Trade Desk
Realising Project Rearc: How The Trade Desk plans to get an open-source identity solution off the ground
The online ecosystem needs to become much better in articulating that consumer privacy and targeting relevant advertising are not mutually exclusive, and that consumers, content providers and advertisers all need one another. Rather than focusing on one browser and one player, we need to work together as an industry in explaining why relevant advertising is necessary and how a cookie-less future might operate across different platforms and devices.
The Trade Desk has dedicated a lot of time to the future of addressable advertising without cookies. We’re now committing engineering resources to developing what was originally outlined by the IAB Tech Labs as Project Rearc.
Joel Livesey, Lead Senior Director Inventory Partnerships at The Trade Desk, will explain in detail, what the plan is for an open-source identity initiative and how the entire industry can – and must – work together to establish an alternative to the 3rd party cookie.
Further information on this topic and recording of previous session can be found here.
To reserve a place, please contact Claudia King.