Welcome to our next global, virtual Leadership Club event that provides our members with exclusive insights, conversation and networking opportunities. From first-hand insights by global professional influencers & innovators, you can benefit from these conversations professionally while you can meet and talk with an exclusive group of people outside of current circles.

On the 4th November, we'll discuss one of the hottest topics in the media space: is there an alternative for publishers to compete with the walled gardens? How to prepare for the 'post-cookie' era?

We invited our club member James Rosewell (UK) to share their pioneering non-profit SWAN Community approach. You'll have the opportunity to have a discussion with him and other Club members, including marketers, media executives, competition and media lawyers, platform executives, innovators and all other members of our global club.

James Rosewell, CEO and Co-Founder of 51Degrees is a data expert, also co-founder of the non-profit  Marketers for an Open Web & Swan Community.

To protect the open web, the Swan Community is all about publishers making a choice to work together as a decentralized community to ensure the web remains an economically viable platform that can compete with walled gardens, help everybody have a seamless cookie consent experience all over the websites joined SWAN, and publishers not lose significant revenue due to the demise of the 3rd party cookies.

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More about the topic:

"A  group of tech and legal experts have come together to create a non-profit alternative to Google’s Privacy Sandbox following the phasing out of cookies.

The group says its Secure Web Addressability Network (SWAN) offers an alternative as Google plans to phase out third-party cookies on its dominant chrome browser.

Google wants to replace cookies with its Sandbox technology which would still enable advertisers to target particular website users with marketing. But some marketers fear Google taking control of the personalisation technology which underlines most online advertising would enable it to increase its already huge dominance of the digital advertising market.

Users who visit publishers signed up to the SWAN, which is aiming to be operational this summer, will only be asked to consent to personalised marketing once – with their choice then carrying over to all the other websites involved. 

With that privacy message publishers would be able, if they choose, to explain to their readers why personalised ads help them make money and fund more journalists – where at the moment this value exchange is never explained.

A unique identifier enables the personalisation, if opted in, to be shared without the use of third-party cookies. Users will also be able to more easily tell websites if there are particular adverts they are uninterested in – which could mean publishers can better make the most of their ad slots and make more money.

James Rosewell, a founder member of SWAN and chief executive of data services company 51 Degrees, urged publishers to “think differently” and engage with the project because it “fundamentally changes the premise of the debate that’s happening”. [...]

Google is currently preparing to phase out third-party cookies on its Chrome browser to better protect its users’ privacy.

But its alternative Privacy Sandbox plan is being investigated by the UK’s Competition and Markets Authority after publishers complained the tech giant is “abusing its dominant position”.

Google’s own research in 2019 found that disabling third-party cookies would result in an average revenue decline of 52% from programmatic advertising for publishers." 

Read more on Press Gazette here


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