As the fate of third-party cookies remains uncertain, digital advertisers are getting creative. During a recent IAB Canada Data Night panel discussion, industry leaders shared how unfazed they are by cookie uncertainty. Moderated by Shane Phillips of IPG Mediabrands, the session featured experts Alun Manton (IAS), Cassidy Coles (Magnite), Maksym Varaksa (Bell Media), and Saad Uddin (Native Touch).
Sydney Mai, Director of Client Strategy at MPlus, opened the session by stressing the importance of zero-party data—information that consumers willingly share. As digital privacy regulations tighten, this data gives consumers control and builds trust, aligning perfectly with the principles of Web 3.0.
“Unfazed” by Cookie Uncertainty
The first big question: How are these organizations “unfazed” by the end of third-party cookies? Cassidy explained that they were ready, and Magnite has been heavily involved in Google’s Privacy Sandbox and has leaned into first-party data, seller-defined audiences, and universal IDs to navigate the changes.
Saad Uddin echoed that sentiment, explaining that while some initial disruption was expected, it’s ultimately a shift towards higher-quality, more precise targeting. “We were prepared,” said Uddin, adding that collaboration and leveraging device signals have become even more important.
For Maksym Varaksa, the focus has been on building cookie-independent tools for years, ensuring they can still deliver targeted ads using first-party data from millions of devices and subscribers. Alun Manton noted their technology was focusing on brand safety and contextual targeting and has never relied on cookies for a long time.
Scale Isn’t the Only Answer
A key part of the discussion revolved around whether scale is still achievable in this new environment. Brian Batenburg (Globe Media Group) shares his takeaway which is particularly relevant here: finding traditional scale isn’t the real challenge. What’s more important is sourcing connections that deliver meaningful results. It’s not about reaching everyone; it’s about reaching the right people with the right message.
Varaksa agreed, citing Bell Media’s success in growing its addressable TV and connected TV inventory. Coles added that first-party data and contextual signals offer new ways to achieve scale, while Uddin emphasized the need for a more specialized, hands-on approach to targeting different channels and environments.
Collaboration and Tailored Solutions
The panelists agree on the key point that collaboration is critical. Whether it’s developing privacy-compliant solutions or partnering with others to maximize first-party data, working together is essential. Batenburg highlighted that addressability hinges on this collaboration, stressing that it’s about using first-party data effectively in a way that complies with privacy standards.
Equally important is a tailored approach for each client. As Batenburg noted, “It’s not a one-size-fits-all solution.” Each brand’s needs and strategies differ, and the future of digital advertising depends on finding what works best for each client, not just following blanket solutions.
Looking Ahead
While the cookie-independent future may seem daunting, the panel made it clear that the industry is adapting quickly. By focusing on collaboration, privacy-first strategies, and meaningful connections, advertisers are not just surviving this shift—they’re thriving.