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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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

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 → — 7 Min read