IAB UK on Google’s User ID announcement

We know that Google’s announcement regarding User ID solutions will impact our members and our priority now is to work closely with the digital advertising community to understand this. The depreciation of the third-party cookie, which has been a foundational technology for our industry, was always going to be complex and challenging. It is crucial that we continue to collaborate to navigate these changes and to positively evolve our digital ad ecosystem for all players. 

We remain committed to meeting our core principles; primarily putting consumers at the heart of the online experience and prioritising their right to privacy. At the same time, it is essential that we allow creators to monetise their content, support the functionality of our ad funded web and, ultimately, ensure a sustainable future for digital advertising.

Google’s announcement has not changed IAB Tech Lab’s plans to provide a new portfolio of approaches to addressability via Project Rearc. Read more from Tech Lab here.