Privacy & Identity: Why It Matters

All the latest news and analysis covering the changing P&I landscape.
Updated regularly by the subject leaders at TripleLift.
Filter Articles

Extending FLEDGE’s Wings to Embrace a Trusted Server for Audiences

Privacy & Idenity

Incorporating a trusted server into FLEDGE could safeguard privacy, give publishers more control of segments, and save the browser the headaches of auction mechanics. Here’s how this optional modification could work.

Why it matters — A trusted intermediary with a privacy gatekeeping function that sits between a device and ad tech buyers could be a game changer for publishers in a post-third-party-cookie world. As the industry debates the road ahead, incorporating the option of a Trusted Audience Server into the current version of Google Chrome’s FLEDGE proposal could produce big upsides for multiple stakeholders. Auctions could be run on this trusted server, rather than in the browser, and audience segments could be stored on this server as well.

Go deeper → — 5 Min read

Measurement After Third-Party Cookies

Privacy and Identity : Cookieless Measurement

As browsers and platforms deprecate third-party cookies the opportunity for cookies to travel with the user as the user goes from one domain to another is no more, severing the browser infrastructure to measure ad effectiveness.

Why it matters — Because advertising requires cross-context activity, measuring effectiveness requires both contexts to contribute data in order to understand whether an ad was effective. But without third-party cookies traveling with the user from one domain to another, the browser infrastructure to measure ad effectiveness is no longer. The good news, measuring ad effectiveness is still possible without third-party cookies. It just looks a little different.

Go deeper → — 3 Min read

DNT History: A look at the What, Whys and WTFs.

User consent can get complicated fast. The history lessons of "Do Not Track" can help guide us in our quest to solve the identity and data protection issues of today.

Why it matters — "Do Not Track" (DNT) seemed like an easy solution that the industry and regulators could agree on and implement. However, the details and competing commercial interests were complicated, and eventually, after much hand-wringing, the solution was abandoned in 2015 by browsers, the ad industry and trade organizations alike. Yet, similar conversations are happening now around data use, user consent and where control for both should sit. If we look back at the lessons of DNT, it helps to inform the issues facing industry and solutions being proposed today.

Go deeper → — 4 Min read

W3C Proposals Explained: Privacy With a Side of CHIPS

Partitioned cookies, or CHIPS, could be an elegant solution to the deprecation of third-party cookies. But how do they work? And, what problems do they solve?

Why it matters — CHIPS offers the technical integration of third-party cookies but with the privacy protections of site-scoped access to data, permitting first parties to work with vendors to manage their first-party data with reduced risk of data leakage, but how do they work and when should we ask for a side of CHIPS?

Go deeper → — 3 Min read

The Limitations of ID Solutions

ID Solutions are not the ultimate answer to the loss of third-party cookies, but there are some bright spots. Learn what to look for in a solution.

Understand the limits of ID Solutions to help choose the best solutions for your business.

Why it matters — ID Solutions are the hot topic in digital advertising in preparation for the deprecation of third-party cookies. Learn about their limitations so you can consider a portfolio-based approach that addresses the gaps left by ID Solutions.

Go deeper → — 13 Min read

The Prepper Playbook for Advertising in a World without Third-Party Cookies

Preparing for the 2023 deprecation of third party cookies (3PC) requires solving for multiple use cases for buyers. Our Prepper Playbook for Advertisers can help you break down preparation into digestible goals.

Why it matters — According to a joint study by TripleLift and AdAge only 69% of marketers have implemented solutions that solve for privacy and identity -- in part, this is due to a lack of knowledge of which solutions exist and are applicable to their use cases. With 2023 closing in on us there’s an urgent need for buyers to start laying the groundwork and doing discovery on solutions that fit their media execution needs. The Prepper Playbook for Advertisers provides some general guidelines and battlecards to kickstart the conversation.

Go deeper → — 4 Min read