Alternative solutions to third-party cookies

The digital ecosystem has been moving away from third-party identifiers and while Google has ruled out a strict deprecation, the prevalence of third-party cookies will continue to wane. It’s essential that the industry continues to develop alternative ways of targeting and measuring audiences - so what should you be doing now? Explore different strategies, the range of products available and key questions to ask to help your business thrive without third-party cookies.

Jon mew

IAB UK comment on Google’s removal of third-party cookie deadline

Following Google’s announcement that it plans to remove the third-party cookie deadline and pursue a new path for Privacy Sandbox, read a comment from IAB UK’s CEO Jon Mew

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Directory of targeting & measurement tools

Testing alternative solutions to target and measure your campaigns is essential in light of the new addressability challenges presented by a declining third-party cookie pool. Get acquainted with cookieless products that are currently in the market - this directory pulls together what’s on offer from IAB UK members, as well as who you should get in touch with at each company.

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Cookieless checklist for advertisers

We’ve worked with law firm Bird & Bird to create a checklist of eight essential questions advertisers and agencies should ask prospective vendors when it comes to selecting the right cookieless technology for their objectives.

Are you up-to-date?

Catch up on the latest news and plus explore guides and resources from IABs and the wider industry to help you create cookieless strategies.

Understanding the ecosystem

Audiences

Linked audiences

Linked audiences relate to strategies where publisher and advertiser audiences can be directly linked using an identifier at a 1:1 level

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Audience members

Unlinked audiences

Unlinked audiences relate to targeting strategies where there is no ability to directly link a publisher's audience to the advertiser’s audience

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Audiences

Browser / Operating System-Linked audiences

Find out more about environments where a browser or operating system links a publisher and advertiser data

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Post-cookie advice from our members on The IAB UK Podcast

From Teads on post-cookie readiness to Google on privacy-first targeting solutions, head to The IAB UK Podcast for advice from our members.

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What's next? Targeting & measurement FAQs

Need a refresher on what’s happened to date and why third-party identifiers are in decline? We round up what you need to know and break down the key facts with FAQs to ensure you’re up-to-date. 

Rediscover the joy of digital advertising

Champion connections instead of clicks. Capture audiences' imaginations, not just their attention. Boldly find your own beat instead of letting tech set the pace. It’s time to rediscover the joy of digital.

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