Programmatic advertising is integral to powering the premium journalism that keeps us informed on a day-to-day basis. Identity helps programmatic advertising live up to its potential, allowing more relevant and efficient messaging, while helping publishers increase yield. Historically, third-party cookies have been key to enabling the capabilities that allow for more effective and meaningful advertising. However, with Google set to deprecate third-party cookies in Chrome in 2022, the industry is witnessing the dawn of a new era.

How can brands and publishers adapt to a post-third-party cookie ecosystem? Brad Jeffrey, Managing Director for Canada at Index Exchange, is optimistic about the industry’s ability to embrace change. Always seeing the deprecation of cookies as an eventuality, Index Exchange and its industry partners have been working on a portfolio approach to addressability to ensure that audiences still receive relevant ads in a cookie-less future in a way that puts their privacy first. People-based or Linked IDs, such as Unified ID 2.0, will allow marketers to use a similar workflow and techniques that they use today; while new approaches such as Google’s FLoC and contextual based signals will provide alternate means of addressability.

Sign up for this exclusive webinar to hear more about how Brad and Index Exchange are working to usher in a more efficient and privacy-centric means of addressability on the open web.