Digital advertising is at a turning point. The disappearance of third-party cookies and the rise of new identification solutions have sparked a key debate: How can we balance user privacy and addressability?

Ensuring privacy is essential, but at the same time, the industry must continue identifying users effectively to deliver relevant advertising and maintain ecosystem profitability.

The key trends in the transition to a cookieless environment can be summarized as follows:

✔ Third-party cookies are disappearing. Although their phase-out has been delayed, the shift is inevitable, and brands must prepare accordingly.

✔ There is no single identification solution. Alternatives such as First ID, Utiq, and Privacy Sandbox aim to replace the current model, but the most effective strategy will be to combine multiple technologies.

✔ Cookieless addressability is viable. Context-based solutions, such as Seedtag or Foursquare, enable audience segmentation without directly tracking users.

✔ Advertisers and publishers have different perspectives. While advertisers see opportunities in cookieless targeting, publishers are still searching for clear models that generate competitive CPMs and higher revenues.

✔ Chrome’s role will be crucial. In 2025, Google will allow users to decide whether they want to be tracked, impacting advertising strategies and the future of addressability.

Howcan the industry prepare?

The future of digital advertising demands a flexible strategy, built on a diversified approach and a deep understanding of the evolving ecosystem. Without a clear roadmap, investments in cookieless technology may become uncertain.

Balancing privacy and addressability is not only possible but necessary. The key lies in proactive adaptation and the continuous evaluation of available tools.