On May 8, 2019, TripleLift hosted its first ‘Programmatic in a Post-Cookie World’ Panel. The panel occurred on the heels of rumors that Google would be making significant changes to consumer privacy within Chrome in the form of blocking or limiting third-party cookies. On May 7, 2019, Chrome substantiated some of those rumors with an announcement about its proposed changes that would enable consumers’ control over cookies and tracking.
The programmatic ecosystem is fundamentally changing in real time, so we gathered a set of industry thought leaders from across the ecosystem to discuss what the impact will be and how publishers and advertisers can prepare themselves. Our panel featured host Ronan Shields of Adweek, and panelists included Michael Balabanov, SVP, Sales – North America, Guardian News & Media; Travis Clinger, VP of Strategic Initiatives, Live Ramp; Joella Duncan, Director of Media Strategy, Equifax; Ari Paparo, Founder & CEO, Beeswax; and Jay Wells, Sr. Director Strategy & Planning, Merkle.
The main message from the panel? This is a time to pivot. Our panelists shared how Firefox’s ETP and Safari’s ITP impacted their ad performance, what the Chrome changes really mean, the targeting tactics that are set to win and lose, and how their businesses are changing their advertising strategies. They also reveal each of their predictions of what the role of the third-party cookie will be in the future.
Watch the full discussion below!