As cookies are phased out, marketers will have to find ways to adapt and embrace new ways for privacy-friendly targeting and attribution.
Almost all services that use cross-domain user tracking are based on a single identifier. For the past 20 years, this single identifier has been based on third-party cookies—the standard that is gradually fading away. While Safari and Firefox already said goodbye to cookies, Google decided to delay the
Closed RTB auctions and direct sales will continue to be heavily associated with better transparency, and they definitely bring some benefits in terms of privacy. While bypassing RTB auctions in programmatic, advertisers can opt for the ad placements of publishers they are already familiar with. While you know what sites you are advertising at, you also have a chance to interact with more engaged audiences who react more actively to your messages.
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