Vlad IsaikoEveryone has already commented on the news of the legendary "return of cookies to the game," and the game is called cat and mouse. It's incredible how one gigantic company has managed to sway dozens of large ones to spend resources on testing Privacy Sandbox. And then ride off into the sunset! Anyway, emotions are past, let's go to business.
This article will disclose what changes should be implemented to adapt your programmatic environment to updated industry circumstances.
Keep developing and scaling your cookieless portfolio
Industry initiatives within Project Rearc by IAB Tech Lab as Seller Defined Audiences (SDA)
User identity graphs and universal ID solutions based on zero- and first-party data sharing
Contextual targeting powered by an ML-driven data intelligence solution and supported by visual AI with large language models
Google Privacy Sandbox for broadening your presence and reaching wider audiences
I insist these approaches be developed in parallel, building an infrastructure to obtain synergies from their applications. They are worth developing not because they are cookieless but because they are practical, ethical, and wide-reaching. Your programmatic ecosystem will benefit from implementing these approaches more than you have invested in their deployment.
The wisdom that comes only over long distances is that investing in your business's research and development is always the right decision. This allows you to maximize the effectiveness of the technologies you already use and to define the optimal growth directions.
It's the same with Privacy Sandbox — don't give up trying to integrate the platform's capabilities into your infrastructure. Most likely, Privacy Sandbox will find its niche, such as premium traffic, where Google guarantees that the user is in the correct category and that the supply partners have minimal opportunities for manipulation.
Perfect your traffic shaping using old but gold cookies
The cookies are already so ingrained in advertising and the operation of web services, that it would be impossible to cancel them altogether, even in a few years. Let's imagine that the entire advertising industry switched to Privacy Sandbox. Millions of websites on the Internet use cookies for their internal logic, and they may not be related to personal data sharing. Also, transferring control over all the information to the Privacy Sandbox, owned by Google, would cause many problems for most countries' antitrust committees.
Dr. Augustine Fou has already exhaustively discussed user privacy in programmatic, and I recommend his overview of what doing away with cookies won't change in the industry. I also recommend listening to Ari Paparo's emergency podcast.
The best strategy is to continue testing new technologies and supporting timeless classic ones, integrating them into the best-fit stack. Your programmatic ecosystem should rely solely on total diversification of advertising approaches.
Be sure to do things right
It's elementary. Answer yourself a straightforward question: when another sensation happens in the ad tech industry, does it significantly impact your development strategy? If so, it means that it was a flawed strategy. Suppose you just smiled after the news about the return of cookies and continued to follow the intended path. In that case, this path is correct, and you have expertly read the recipe for success between the industry lines.
I invite you to contact us to discuss launching or scaling a white-label programmatic business. The TeqBlaze team is working to stay ahead of the curve, and we'd love to know that our paths cross.
