Addressability is in for a significant change with the deprecation of
3PC. With third - party cookie deprecation, many SSPs (Supply - Side
Platforms) have already leaned into Universal IDs to become the
replacement for cross - domain identifiers, which is great.
Unfortunately, this is still a limited amount of internet traffic. When
third - party cookies are fully deprecated, 90% of traffic will lack a
cross - domain identifier*. This means ad buyers must look at
additional approaches to meet their advertising goals.
As a result, advertisers must understand their current
addressability options (see next page!) and build their advertising
plans to account for a portfolio of solutions.
Advertisers should start thinking about the audience segments
they want to reach and and how to measure their audiences' level
of interest.
You'll probably need to expand your
approach to addressability solutions.
Consider
the
Addressability
Spectrum
01
Consider the
Addressability Spectrum
01
+ Prepare for Google's Privacy
Sandbox and incorporate group/
cohort targeting into your strategy
+ Focus on a first - party identified
strategy, which may include
contextual, behavioral, and other
publisher first - party data types
+ Work with a vetted identity
solution partner while also
understanding the limited
reach/scale they may have
Pre - campaign Launch
*Source: TripleLift Internal Data Analysis, 2023
