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.
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Armed and Cookieless: 3 Must-Haves for Publishers in a First-Party Data World

Armed and cookieless

2024 is looming, and the cookie apocalypse has already begun (see Safari and Firefox). The time to find new solutions is nearing. How can publishers prepare themselves?

Why it matters — In the world of privacy, what’s changing for us is the need to change. By understanding the buyer journey, they will spend more money, and everyone in the ad-serving process will be happy. In an internal study, TripleLift found that more than two-thirds of global buyers use brand metrics, engagement KPIs, and ad formats as their initial buying filters. Yet, 36-44% of advertisers stated effective targeting mattered most concerning the impact on ad receptivity and KPIs. So, with third-party cookies disappearing, do publishers have the right tools to meet advertiser demands, such as gathering performance data and accurate targeting capabilities?

Go deeper → — 4 Min read

Trends for Publishers to Look for in 2023

Trends for Publishers in 2023

Undoubtedly, 2022 performance didn’t bring the year-over-year growth we expected due to various macroeconomic factors. Not to mention the various digital privacy regulations and everyone trying to find the best up-to-date advertising strategies that win big bucks and looks privacy-forward.

Why it matters — There are various opportunities for publishers to jump at in 2023. We might be in for a reset come Q1, but leveraging data is the best way to achieve revenue goals in 2023.

Go deeper → — 5 Min read

AdTech Trends for 2023 — What Advertisers Need to Know

AdTech Trends 2023

Predictions can be challenging, especially in a rapidly evolving industry like AdTech, not to mention the unpredictability of the economy. However, even in this dynamic landscape, it’s possible to identify trends that will likely play a significant role in our industry in 2023.

Why it matters — For advertisers looking to stay on top of the trends, we’ll outline some top areas to focus on in the coming year — from AI to privacy and everything in between.

Go deeper → — 5 Min read

How Advertisers Can Reap the Benefits of Data Clean Rooms

Data clean room

Data clean rooms with advanced AI capabilities enrich publisher first-party data and give advertisers lookalike matches. This article explains how advertisers can redefine how they target and reach audiences.

Why it matters — AI-powered data clean rooms are putting advertisers in control of their first-party data for more accurate audience reach. With the continued deprecation of third-party cookies, advertisers need new ways to reach Safari and Firefox users in a privacy-compliant manner. Simultaneously, they need to improve their outcomes. AI-powered data clean rooms are a technology that advertisers can use to improve their targeting and prospecting. Data clean rooms powered by artificial intelligence (AI) are a new way to solve for data modeling needs to improve advertiser business objectives. This article explains how this technology works and how advertisers can take advantage.

Go deeper → — 6 Min read

Advertisers' Approaches to Cookieless Addressability

First-party data

When it comes to addressability, the industry needs to ask questions beyond the third-party cookie’s demise: What third-party data alternatives are available right now? What actions do advertisers need to take today? And what role does first-party data play?

Why it matters — The industry is abuzz with dialogue around addressability in a world without third-party cookies. The end of third-party cookies is merely the tip of the iceberg. This means simply replacing the third-party cookie with alternative cross-domain solutions is not the ultimate solution in the long term. Instead, advertisers need to delve deeper into the power of first-party data. Why? So they can work with their supply partners now, to experiment with and implement the changes necessary to prepare for a future without third-party cookies. And for the most part, advertisers still aren’t prepared: According to research conducted by TripleLift in partnership with AdAge, there’s distinct overconfidence among marketers that signals an industry-wide lack of preparedness. 84% of marketers were aware that change was coming. But 71% didn't feel the death of third-party cookies would significantly impact their digital ad purchasing behavior. The result? An action gap can be seen in the 69% that have yet to implement solutions.

Go deeper → — 5 Min read

Why Cross-Domain ID Solutions Won’t Replace Third-Party Cookies

Cross domain ID solutions

Cross-domain ID solutions — such as HEM (hashed email addresses) and fingerprinting — have seen increased attention across the industry. However, the majority of this attention is misplaced. Here’s why cross-domain ID solutions aren’t the ideal alternatives to a deprecated third-party cookie.

Why it matters — While Google has pushed back third-party cookie deprecation another year, finding viable solutions to address the industry’s needs in a post-third-party cookie world remains critical. But while some attention to cross-domain ID solutions may be warranted, it’s crucial to remember that the third-party cookie itself is a cross-domain identifier—and ultimately, it was this cross-domain characteristic that put third-party cookies in regulators’ crosshairs in the first place. Thus, the industry must continue experimenting with other solutions using opportunities such as the third-party cookieless environments that already exist in browsers like Safari and Firefox. In many ways, HEM and fingerprinting look like the logical heirs-apparent to the throne previously occupied by the third-party cookie: After all, they are both cookie-free solutions that can potentially enable marketers to keep doing many of the things that worked for them when the third-party cookie was king. But despite their apparent benefits, HEM and fingerprinting are problematic in ways that cast grave doubts on either ID solution’s ability to dominate a cookieless world.

Go deeper → — 10 Min read