By Andy Monfried, Lotame Founder and CEO
Undoubtedly, many of you have seen the recent news from Google on their intent over the next two years to replace third-party cookies in the Chrome browser with functionality that they are calling the “Privacy Sandbox.”
Google’s stated objective with the Privacy Sandbox is to collaborate with publishers, marketers, and technology companies to develop open standards and capabilities to deliver ads to large groups of similar people without letting individually identifying data leave the consumer’s browser. What this would entail and how it would work is to be determined.
Over the past 13 years, Lotame has had a front-row seat observing and participating in seismic changes to digital advertising and the martech landscape. We’ve seen 1st and 3rd party cookies evolve and bridge across devices and platforms with mobile ad IDs and OTT/TV IDs. We’ve seen the introduction of hundreds of partner IDs and recently “universal” IDs. On the syncing and stitching front, we’ve seen the progression from client-side ID syncs to deterministic ID graphing, and now probabilistic ID graphing using machine learning.
Throughout it all, Lotame has ALWAYS stayed ahead of the curve in pursuit of our North Star — providing data-driven business solutions to our customers. This announcement from Google doesn’t change any of that, and we are committed to working with you, Google, and the larger martech ecosystem to help develop and deploy effective data-driven solutions using Privacy Sandbox features. We will plan for these changes and adjust our prioritization and roadmap on your behalf.
Net/Net: while we DO NOT yet have all the information or answers, you can count on us to be your trusted data solutions partner — the company that will help you understand, strategize, and execute a plan to confront any challenges, as well as opportunities, around understanding and marketing more effectively through data.
We have all lived through profound changes, big and small. This is no different.
You can count on the team at Lotame to keep you aware as we learn more, and collaborate with you every step of the way to adjust accordingly.