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Don't panic over cookie deprecation: invest in open internet solutions

Every day I see a new blog contributing to the doom and gloom over the cookie deprecation apocalypse. As if the industry wasn’t already panicking over cookie deprecation, IAB’s Tech Lab released a report in February that presented a critique of Google’s Privacy Sandbox. While perhaps not surprising, the evidence is pretty damning that Google’s solution promises to degrade advertising functionality and personalization for everyone other than themselves. So what does this mean for all non-Google players (advertisers, agencies, publishers, etc.)? 

Stay calm, don’t panic, and invest in strategies that promote an Open Internet. 

Many organizations have resigned themselves to Google’s solution, beginning to build API solutions on top of the Privacy Sandbox. They’re bound to get stuck playing a game of perpetual catch-up. In creating solutions that integrate with the Privacy Sandbox, companies are also signing away their autonomy as they’ll be forced to re-engineer their code each time an update is made. Their innovation, maneuverability and revenue will be tethered to Google’s ever-shifting agenda. In contrast, open internet solutions promise more autonomy and room for innovation. 

Open Internet Solutions create a level playing field for advertisers, publishers, and ad tech companies where small startups can compete with established players in meritocracy not monopoly. Solutions from Big Tech companies should be seen as a starting point for further innovation and out-of-the-box thinking, not as a mandate for an entire industry to follow. Supporting alternative solutions allows the industry to check and balance platforms and limit their ability to fracture the web into walled gardens.

TrueData has always been contributing to Open Internet solutions. Since our inception, we’ve prioritized cookieless identity solutions in order to future-proof our customers’ data strategies. We help ad tech companies build in-house identity and partner with publishers to monetize their programmatic inventory. We know that it’s important for businesses to retain ownership and autonomy over their data. 

I am convinced that Identity is more important than ever. Connectivity is what facilitates commerce across networks, platforms, devices, and people in real time. I’ve talked to hundreds of clients and industry leaders, the great majority of whom agree that the industry is better off with a diverse set of competing solutions that work across the Open Internet. That’s why Google’s recent publications about their privacy sandbox don’t scare me. 

There’s infinite room for continued innovation, and we’re excited to be a part of it.

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