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EMARKETER

Identity Resolution H2 2023

As Deadlines Loom, the Ad Industry Grasps for Post-Cookie Alternatives

Report by Paul Verna  |  Oct 16, 2023
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Report
Executive Summary
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Table of Contents
Executive Summary
Why is identity resolution important?
What’s on ad executives’ minds as they hit the home stretch toward ID deprecation?
Identity service providers continue to multiply, defying predictions of consolidation—so far.
Several states are doubling down on data privacy.
GenAI is powering identity resolution as well as ID-free targeting.
Insider Intelligence Interviews
Sources
Media Gallery
About This Report
A year before Google becomes the last Big Tech platform to phase out browser and mobile IDs, the ad industry is bracing for a period of tumultuous change.
Topics
Consumer Privacy & Security
US
Table of Contents
Executive Summary
Why is identity resolution important?
What’s on ad executives’ minds as they hit the home stretch toward ID deprecation?
Identity service providers continue to multiply, defying predictions of consolidation—so far.
Several states are doubling down on data privacy.
GenAI is powering identity resolution as well as ID-free targeting.
Insider Intelligence Interviews
Sources
Media Gallery

Google will begin phasing out third-party cookies in Q3 2024, and we’re getting a lot of customer questions as urgency builds. Our FAQ will help you prepare for the fallout across the digital ad ecosystem.

The yearslong phaseout of third-party browser and mobile identifiers should conclude by this time next year. The ad industry has been talking about this transition since the EU passed the General Data Protection Regulation (GDPR) in 2016, but now it’s time to act.

Key Question: What technologies and paradigms will power the post-cookie world?

Solutions That Hold the Greatest Promise in Replacing Cookie-Dependent Solutions According to Advertisers and Publishers Worldwide, Feb 2023 (% of respondents)
E-Mail ChartDownload

KEY STAT: Advertisers and publishers agree that actionable first-party data is the best antidote to legacy identifiers. But each side believes more firmly in its own data than the other’s.

authors

Paul Verna

Contributors

Evelyn Mitchell-Wolf
Senior Analyst, Digital Advertising & Media
Tracy Tang
Senior Researcher
Max Willens
Senior Analyst
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