This Guide has been developed by experts from IAB Europe’s Programmatic Trading Committee (PTC) to prepare brands, agencies, publishers and tech intermediaries for the much-anticipated post third-party cookie advertising ecosystem. The first edition was released in May 2020. The second edition was released in February 2021.
This updated edition of the guide was released in March 2022. It povides brands, agencies, publishers, and tech intermediaries with all the information we need to know today to prepare for the impending post-third-party cookie era.
The updated edition of the guide provides the latest insights into the many alternative solutions that are being developed to replace third-party cookies when they are depleted in 2023, including context, identity, the use of telco data, and the Google Topics initiative, and expands into new challenge areas to answer questions around measurement and attribution.
Overall, the extensive Guide provides a comprehensive and complete deep-dive into the following key themes:
This guide will continue to be updated to reflect the changes and developments within the industry.
Thank you to the following people who contributed to the Guide:
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