Ask the Expert: Cookieless solutions and identity resolution

Third-party cookies have been the foundation of the targeted advertising, and now the advertising landscape is facing significant changes with the impending deprecation of third-party cookies.  

In this segment of our Ask the Expert series, we ask leaders in the industry to share their predictions on cookieless solutions, future market shifts, and effective strategies for advertisers to adapt to the evolving landscape.

The collapse of the third-party cookie marks a pivotal change in digital advertising. As major web browsers phase out support, advertisers face a profound shift in how they track and target consumers across the web in order to deliver effective advertisements. Privacy concerns are at an all-time high and advertisers must adapt to new strategies that prioritize user consent and data protection. As advertisers will no longer have access to individual browsing histories, some may struggle to reach specific audiences and deliver personalized content. As a result, they have begun to explore using first-party data and contextual targeting to preserve relevance and consumer engagement. Experian is here to future-proof your marketing strategies. 

As browser-based IDs shift and digital signals decline, the need for an identity graph grows. The Experian Graph enables data connectivity without reliance on cookies, positioning you for success in a cookieless future. Our Graph supports a range of identifiers, including universal IDs like Unified ID 2.0 (UID2) and ID5’s universal ID. Whether you’re leveraging existing first-party data or accessing Experian’s extensive database of 126 million households and 250 million individuals, Experian empowers you to expand your data reach and maintain a competitive edge in the evolving advertising landscape.

The future of advertising technology promises new innovations, challenges, and solutions. Partnering with Experian ensures your business is well-prepared for these impending shift.

Discover more about The Experian Graph, or connect with our team today to learn about how we can support your business.