For years, the digital advertising industry has grown on the back of user data by creating an ecosystem that is complex, opaque, and leaks data. But today, privacy is dramatically changing the way advertising is bought and sold, where the data that was once accessible by third parties is increasingly out of reach.
Several factors drive the disruption faced by publishers and advertisers. Firstly, consumers are more informed than ever about how their data is used. Secondly, there is increased scrutiny from regulators across the globe. Finally, we know that browsers are moving away from third-party cookies and “identifiers” – Safari and Firefox have already done so, and Google plans to phase these out in Chrome by 2023.
As a result, we need an advertising ecosystem that protects user privacy while protecting revenue. But, how do we go about delivering this?
To rebuild requires a privacy-first infrastructure that will empower publishers to build first-party data strategies and direct relationships with advertisers, and provides advertisers with a way to build their own trusted network of publishers and a sustainable solution to continue to reach their consumers.
Digital Platforms & Tools
