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MediaMath is the acclaimed independent advertising technology company for brands. They are building a new accountable & addressable supply chain for the industry.

Anudit Vikram, former board member of the IAB Data Center of Excellence and Chief Product Officer, MediaMath joins me in a discussion about consumer privacy (amid Amazon fines), Google’s FLoC (which recently wrapped up the first phase of testing), and addressable/scalable identity solutions to replace third-party cookies.

Anudit explains, “While there has been a flurry of activity preparing for the demise of the third-party cookie, the pushback around it and signals from the EU hinted that it would not be smooth sailing for Google, so, ultimately, it’s not a complete shock that the timing changed. There is no question that first-party data performs better, and that the quality of third-party data is questionable, but that is not the only factor driving transparency. Transparency to the actual user – what we call addressability – is directly affected too.

To continue the momentum of creating a more transparent supply chain, industry leaders must continue work around the activation of first-party identity options and creating cohort-based solutions. As far as next steps for the industry, marketers, advertisers, publishers and the like should use this time to start working with first-party identity solutions and perfect the stack they will use, while still being able to leverage the scale provided by third-party cookies.”

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