Third-party cookie deprecation and the Apple IDFA opt-in are issues that impact a marketer’s ability to target and reach consumers across devices with relevance and respect. While the industry must collaborate to work towards a solution to solve for these issues long-term, the ability exists today for marketers to choose the identifiers on which they transact. Investing in first-party identity means users have a direct relationship to the brand and publisher website they are linked to. 1P common IDs are designed to respect privacy preferences and offer incomparably more control and transparency than the convoluted and opaque 3P cookie-based ecosystem. MediaMath’s identity infrastructure is designed to be future-proofed in the face of market, regulatory and technical uncertainty.
Blog: A First-Party Relationship is Critical for a World Without the Third-Party Cookie
Blog: Preparing for a Post-Third-Party Cookie World: Identity & the Future of Online Advertising
Recognized at the 2020 AdExchanger Awards
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Named "Leader" in the 2018, 2019 and 2020 Gartner Magic Quadrant for Ad Tech