The loss of third-party cookies makes two things harder: identifying ad recipients and measuring ad results. Both are important to dynamic creative optimization vendor Clinch, which relies on result measurement to fine-tune the ads it creates. They’ve just done a deal with FourSquare to gather foot traffic data for the measurement side of things.
Website personalization isn’t hurt much by the loss of third-party cookies, since it depends mostly on data collected directly within the Website itself. So don’t be surprised that site search and merchandising vendor Searchspring found 61% of its customers plan to invest in personalization this year. Also don’t be surprised that Searchspring just added a personalized recommendation module.
Plenty of companies hope their digital identity solution will be the standard replacement for third-party cookies. ID graph vendor Tapad is hedging its bets with Switchboard, a service that will connect other companies’ identifiers. Partners include TheTradeDesk, Amobee, Martin, Eyeota, ShareThis, Catalina, Unified ID, Lotame, Audigent, BritePool, ID5, RetargetlyIDx. You’ll note a couple of big names are missing, including Neustar and LiveRamp.
It’s tough to get brand safety right, but the industry keeps trying. IPG Mediabrands announced a new set of tools to find and block inappropriate ad placements, while IAS expanded its suitability measurements to include standards from the Global Alliance for Responsible Media (GARM). Meanwhile, DoubleVerify admitted a mistake made brand safety on X/Twitter look worse than it really was in October 2023 and March 2024.