First party

Preparing for the First Party Future: IAB Europe’s Guide

May 16, 2022  |   LiveRamp

The Interactive Advertising Bureau Europe (IAB Europe), the European-level association of digital marketers, released the third edition of its Guide to the Post Third-Party Cookie Era last month. 

First published in May 2020, the third instalment of the guide is aimed at brands, agencies, publishers and tech intermediaries. It provides an overview of how the industry has arrived at the deprecation of third-party cookies, and how stakeholders can prepare for their depletion.

As an IAB-endorsed, cookieless platform, LiveRamp is a proud contributor to the Guide and shares the IAB’s vision of creating a privacy-first ecosystem for the post-cookie era. So, what are this edition’s key takeaways?

 

The legal landscape for data collection has changed

The way user data has been previously used by the industry has led to calls for increased  transparency to bolster consumer trust in advertisers and publishers. This has led to the implementation of data regulatory frameworks, most notably the EU’s General Data Protection Regulation (GDPR). While other regulations have had a patchwork roll-out at a local, state, federal and national level, it is clear that the legislative mood has turned in favour of transparency and trust, and advertisers and publishers must now conform to existing and upcoming data regulations.

 

Authenticated first-party data offers a better alternative

Thankfully, the industry has adapted to these changes through the use of proprietary platforms that instead, rely on authenticated first-party data. For example, LiveRamp’s Authenticated Traffic Solution (ATS) enables publishers to connect their consented first-party user data with our pseudonymous, people-based identifier, RampID, enabling the creation of privacy-first advertising strategies based on cookieless inventory. 

Ultimately, addressability can help build consumer trust, put the consumer and the publisher in control, and create an environment where advertisers and publishers can work closer together to deliver meaningful outcomes for brands. In turn, this ensures the industry becomes more transparent and sustainable.

 

Stakeholders can help grow the ecosystem

With cookies being phased out by 2023, there are ways companies and stakeholders can get involved and expedite the move away from third-party data. Indeed, organisations currently working on policy and technical solutions include the IAB Tech Lab, the W3C, Prebid.org, and IAB Europe. These groups also lobby, run discussions, roundtables, events, and publish blogs to spread awareness. 

As the Chrome announcement made clear, the past 12 months have seen the industry change quite dramatically, and it is likely that this third edition of the Guide will not be the last. Nevertheless, the guide outlines how far the industry has come and the win-win situation presented by the privacy-first future for consumers, advertisers and publishers alike.