EU: IAB Europe publishes guide on post-third-party cookie ecosystem
The Interactive Advertising Bureau ('IAB') Europe announced, on 7 May 2020, that it had published its Guide to the Post Third-party Cookie Era ('the Guide'). In particular, the IAB outlined that the Guide aims at preparing brands, agencies, publishers, and tech intermediaries for the anticipated post-third-party cookie advertising ecosystem. In addition, the Guide addresses, among other things, the contributing factors to the depletion of third-party cookies, the impact of stakeholder usage of proprietary platforms, and the consequences of ad verification and measurement.
Moreover, the Guide provides an overview of potential solutions to the post-third-party cookie advertising ecosystem, such as contextual targeting and advertising identifiers. Lastly, the IAB stated that its Programmatic Trading Committee will be updating the Guide on a regular basis to provide the latest information and guidance on market alternatives to third-party cookies.