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

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

Privacy Sandbox, Parakeet & the Birds: What’s all the Squawking About?

Understanding the browser privacy proposals and the tradeoffs and the technical consequences for publishers, advertisers, and the future of the ad-supported web.

Why it matters — The advertising industry has a massive stake in the deprecation of third-party cookies, and unfortunately, there's no silver bullet. While the alternatives offer the media industry attractive solutions, we need to understand the core design decision of each proposal to separate the essential statement of each proposal from the technical consequences of its thesis. In this piece, we look at the design decisions and how they balance protecting user privacy while preserving the value of personalized advertising.

Go deeper → — 8 Min read

An Overview of ID Solutions

Industry Solutions; Third-Party Cookies; Consumer Transparency & Control

ID Solutions: What they are, how they work, and how to use them

Why it matters — Identity (ID) Solutions are the hottest topic in advertising in response to third-party cookie deprecation and the reduced availability of IDFA. This overview explains the what, why, and how, including 1st party vs. cross-domain ID solutions, the data they use, and the targeting and measurement options they enable for marketers.

Go deeper → — 13 Min read

How addressability will change when 3PC go away, IDFA is limited, and Privacy Sandbox is implemented

Addressing Addressability

What the Addressability Spectrum is and its impact on the cross-domain identifier performance of websites.

Why it matters — Addressability is in for a significant change with the deprecation of third-party cookies. Advertisers need to understand their addressability options and build their advertising plans to account for a portfolio of solutions.

Go deeper → — 2 Min read

Colorado Governor Approves New GDPR / CCPA -Like State Privacy Law

As states enact their own privacy laws concerning online advertising, marketers mull the conflicts and consequences over overlapping regulations

Why it matters — Colorado's Governor signed into law the "Colorado Privacy Act" (CPA), which, among other things, requires companies to give consumers a universal mechanism to opt-out of targeted advertising, sales of data, and more with just one click. However, publishers, marketers, and vendors are concerned that the requirements may conflict with other state's laws and existing standards. In other words, each law and guideline means a new build for various technical standards even though industry opt-outs already exist with new standards coming. Over the next few years, we'll see confusion while the industry aligns policies, practices, and technical standards to meet various state and global requirements. Without alignment, it's nearly impossible for a multi-sided marketplace of various players to collect, share, and use data in different ways to work together.

Read article →