One tip to prepare for the cookie-pocalypse (an ode to the TCF)

Ladies and gentlemen of the advertising community, 
 

Wear sunscreen.  
 

If I could offer you only one tip for the future, sunscreen would be it

The long-term benefits of sunscreen have been proven by scientists

Whereas the rest of my advice have no basis more reliable 

Than my 10+ years of adtech experience. I will dispense this advice now: 
 

Join forces with the IAB… you don't know how soon you’ll need them

But trust me, in 20 years, you’ll look back 

At emails and recall in a way you can’t grasp now 

How critical their leadership and guidance is 

They drive the advertising community. 
 

Control what you can 

Or don’t, but know that worrying 

Is as effective as trying too pass data to a controller without a TC String 

The real troubles for your brand 

Are apt to be things that never crossed your mind 

Like being called a controller on a cookie sync table 

By your friendly neighbourhood DPA 
 

Don’t waste your time with uneccessary C2P DPAs 

Sign up as a TCF Publisher 

And remember your partners’ consent 

Delete the opt-outs, without forgetting they’ve opted out

If you succeed in doing this, tell me how. 

Keep your TC strings, throw away your old Logs 
 

Prepare 
 

Don't feel guilty if you don't' know how to do it 

Some of the most interesting companies 

Didn’t know in '22 how the world was going to change 

Many of the most interesting ones still don’t. 

Maybe you’ll pass your first-party ID to your DSP 

Maybe you’ll add a CDP hop

To organise your data 

Whatever you do, don’t congratulate yourself too much, 

Unless that data has a TC String 

Your choices aren’t chance. You can manage your data 
 

Understand that laws change around us,

but Notice & Choice are always in fashion,  

especially when we can pass them to one another.  
 

But trust me on the sunscreen 

And on signing up as a TCF Publisher.