User Identity in a post-cookie world

How IAB UK is helping advertisers, agencies, ad tech providers and media owners prepare for a cookie-less future. Explore the latest solutions from our members and advice on how to get your business ready 

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The story so far

Since Google announced that it would be phasing out all third-party cookies on Chrome by the start of 2022, the race has been on to find alternate solutions that both empower consumers and allow the ad-funded web to continue functioning. Google has now extended the cookie deadline to 2024 - giving the industry more time to prepare for the impending change - but with such a substantive shift in our ecosystem on the near horizon, how far have we come?

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User ID Q&A: What’s next?

Why are third-party cookies being phased out? Is it a good thing for digital advertising? What are the User ID alternatives that are in development? And what will the internet be like for users without third-party cookies? Get your head around the key questions in this space with our User ID Q&A. We’ll be updating this on a regular basis to keep pace with developments, so check back soon for more.

Latest News

Discover latest news and views relating to the end of third-party cookies and development of new User ID solutions.

Understanding solutions

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User-enabled ID solutions

From first-party data solutions to third-party ID enabled solutions, understand the pros and cons of this approach.

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Instead of allowing advertisers to target on an individual level, cohorts allow for targeting on a 1:many basis.

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Contextual solutions

Contextual targeting is based on characteristics of the web page or environment, rather than using any personal data.

Member solutions

The deprecation of third-party cookies is the single biggest change that digital advertising has undergone since its inception, so it’s no surprise that there are a wealth of alternative solutions emerging.

Looking at the market overall, we can bucket these into three categories: user-enabled ID solutions, cohorts and contextual solutions. We’ve worked with our members to lay out the details of key solutions under development and help you understand what will work best for your business.

Useful resources

Check out these useful resources relating to the end of third-party cookies and development of new User ID solutions.

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IAB Tech Lab Project Rearc

Project Rearc is a global call to action for stakeholders across the digital supply chain to re-think and re-architect digital marketing to support core industry use cases, while balancing consumer privacy and personalisation.

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Navigating Apple’s IDFA changes

Following Apple’s release of iOS 14.5, the in-app advertising ecosystem is navigating one of the biggest changes in its history. Read our takeaways from our IDFA impact event.

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Get in touch

Have a query? Get in touch with our team on [email protected] - we’d love to hear from you.

Catch up on our webinars

Missed an event? Catch up on previous webinars and take a deep-dive into one of the most important issues facing our industry - developing user identity solutions.

Related events & viewing

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User ID: 2020 Round Up

Join us for a round up of this work in 2020 and where we are when it comes to finding alternative solutions.

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Understanding Addressable Inventory

Tune into this Webinar to hear from the IAB and our members about what non-addressable inventory is, why it is so valuable and how you can use it

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In App Tracking and User ID Changes

Join us and a panel of in-app experts to hear about what losing the IDFA could mean for marketers and what data driven marketing might look like in

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