"The deprecation of third-party cookies and mobile ideas is a high magnitude earthquake for the industry. It will make very difficult to perform essential marketing functions like targeting, retargeting, frequency capping and so forth. Just look at what happened to bid density and CPM rates on Safari which was the first browser to switch off the cookies. And it's clear that the impact on publisher revenues and marketer return on ad spend can be really big. So given the size of the problem I was disappointed, also excited as a business person, but certainly disappointed to see many cookieless solutions that were no more than just cookie work arounds. ... I actually think the end of cookies can be a massive opportunity for brands and publishers, as well, you know, it's for innovators like us.” – Mattia Fosci, Founder and CEO of ID Ward.
Join Mattia Fosci and other experts for our upcoming expert panel on the 18th March - register for the Marketers & Privacy Sandbox event here. It's free for Mediaspace members to attend.