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‘A rose by any other name would smell as sweet’.
Tricky,
So you don't agree with Gdog's comment that smart people are working on cookieless solution?? ;-)
Why do they need an alternative then?
Fact is Google and Apple are killing cookies.
https://www.bloomberg.com/news/articles/2021-04-26/how-apple-google-are-killing-the-advertising-cookie-quicktake
And that's just 1 of the major challenges facing ad tech...
Privacy, GDPR, CCPA, fewer DSP/SSPs being used etc.
All challenges and red flags I've mentioned and which are increasing every year.
.That's bull stt1.
Google is only planning to stop using 3'rd part cookies.
Google says now it plans to phase out support for third-party cookies beginning by mid-2023, finishing in late 2023.
However, first-party cookies that track basic data about a website's visitors are still safe.
In fact, in Google's 2021 announcement, the tech giant called first-party relationships "vital."
So, ultimately, any first-party gained from a website's visitors on all browsers will still remain in-tact.
Gdog,
"There are a lot of really smart people working on a cookieless solution. PERI claims to have found one. There are more solutions to follow from others."
Having multiple solutions to cookies disappearing is detrimental to the industry. Cookies have worked well because everyone is using the same solution and process.
As ad tech companies partner with each, having different solutions is a recipe for disaster.
That is why The Trade Desk has a solution and those who integrate with them benefit.
"How it sorts out will be determined over the next few to several years."
They haven't got few to several years.
Google is currently planning to kill cookies in 2023, so 18-24months. So deadline is getting ever closer.
https://www.cnbc.com/2021/06/24/google-pushes-back-deadline-to-deprecate-third-party-cookies-to-2023.html#:~:text=Ad%20tech%20stocks%20surged%20Thursday,more%20privacy%2Dconscious%20targeted%20ads.
"How it sorts out..."
Ha...no pun intended, but it works.
This is worth a look, for all investors in this sector.
There are a lot of really smart people working on a cookieless solution. PERI claims to have found one. There are more solutions to follow from others. How it sorts out will be determined over the next few to several years.
https://www.businesswire.com/news/home/20211020005385/en/