In this report, we take a closer look at the current advertising ecosystem, as well as examining how the industry is responding to the cookie challenge. We also ask industry leaders their opinion on the steps publishers can take, as well as which emerging solutions, or combination of solutions, might help publishers pave the way forward in this cookieless future.
With a risk of collaborative solutions being hampered by privacy legislation, is there a way of using the data without breaking compliance? Arguably, edge computing provides a perfect solution.
Enter: edge computing (the era of zero-party data?)
A relatively new technology, edge computing collects and analyzes behavioral data on the user’s device to serve them targeted ads (rather than sending the data to be processed on a server as with most behavioral targeting). The advantage is that it minimizes the data leaving the user’s device, protecting their privacy and remaining compliant, while also preserving personalized ad space. Edge computing also circumvents restrictions on the amount of data allowed to be sent into the bid stream, either through legislation (e.g. GDPR) or browser technology (e.g. ITP).
Edge computing is unique as it doesn’t use IDs but
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