The inevitable death of the cookie is a topic that has long been hotly debated in the advertising industry and adtech scene. Although the efficiency of third-party cookies is diminishing due to ad blockers and the like, many fear that they will not be able to collect any meaningful user data in the near future. In this article, our CTO and speaker Tom Peruzzi explains why this fear is unfounded and why other identifier solutions can enable even better tracking.

First things first: the new Identity solution will not be a new type of cookie. The farewell to the third-party cookie is a farewell for good. There will also not be “the one solution” for all advertisers and publishers.

The new world of solutions brings with it a multitude of different identifiers. These will sometimes be probabilistic, sometimes deterministic, sometimes hybrid, sometimes linked to the user and sometimes to devices. A new and, above all, different way of thinking is required in order to achieve greater addressability of the inventory and more efficient processing in the advertising chain.

Unlike the cookie, the new identifiers will not be part of the http standard, but will mostly be commercial solutions, which is a positive step under the existing market conditions, as this will finally make it possible to free the industry from the opportunistic stranglehold of the oligopolistic browser providers.

Positive experiences with new identifiers

Not only we with our Virtual Minds Fullstack have already had positive experiences with new identifiers such as ID5. Numerous advertisers, publishers and agencies confirm the performance potential in a variety of cases and the more cookie alternatives are already being used, the more experience there is on the market. With more experience, not only does the fear of new solutions decrease, but teething troubles can be resolved more quickly and the worst-case scenario can be tested.

The digital advertising industry must be aware that the future will be cookieless and that there is an alternative solution for every application. Dealing with the associated opportunities and challenges cannot be postponed. Time is running out. That’s why we should finally stop lamenting and not shed a tear for the third-party cookie – no matter what the browser manufacturers roll back and roll forward.