In a recent IAB Canada Data Night panel discussion moderated by Kelly Ruston, Director, Legal Counsel for Index Exchange, industry leaders shared insights on how the advertising landscape is evolving towards cookie independence. The conversation centered on new strategies for audience targeting, identity resolution, and data privacy, all while adapting to fragmented channels like connected TV (CTV) and digital-out-of-home (DOOH).
Panelists Bosko Milekic (Optable), David Phillips (Environics Analytics), Joshua Nathan (The Trade Desk), and Nicky Anderson (MiQ Digital) offered perspectives on how new solutions are reshaping the industry.
The Industry is Already Shifting Away from Third-Party Cookies
Bosko Milekic reframed the cookie deprecation discussion, pointing out that Chrome is the only major browser still offering third party cookies, highlighting that the real change is in how targeting and measurement are evolving within Chrome. The reality is that channels like CTV and DOOH never used cookies to begin. Milekic emphasized that identity and audience data decision-making is moving to the supply side, giving rise to a more fragmented, portfolio-based approach to activation and measurement.
Data Collaboration is Key
David Phillips stressed the importance of collaboration, noting that while first-party data is valuable, it’s rarely enough on its own. By leveraging identity solutions like RampID and UID2, advertisers can collaborate with data partners and publishers to create enriched audience profiles. Joshua Nathan echoed this, adding that these solutions are already scaling, making it easier to target audiences across multiple channels at increased scale.
AI’s Role in Targeting
AI continues to enhance audience targeting. Nicky Anderson explained that AI powers optimization algorithms and audience discovery, improving campaign setups and identifying cross-viewership patterns. Joshua Nathan added that using AI-driven tools helps advertisers make smarter media-buying decisions by leveraging quality data inputs.
Quality over Quantity
An audience member asked about what small and medium-sized businesses (SMEs) can do, especially with limited budgets and resources. Joshua Nathan recommended focusing on building strong customer connections and using small but high-quality first-party data for impactful results. Nicky Anderson emphasized balancing performance-driven tactics with strategies to keep audience pools refreshed.
Embracing Fragmentation
As more data decision-making moves to the supply side, fragmentation in both activation and measurement increases. DMPs are also moving to the sell-side. Milekic restated that addressability will need a portfolio approach to manage this complexity, combining different identity solutions and clean room technologies to create cohesive strategies.
We have our work cut out for us. The advertising industry continues to adapt and innovate to the decline of third-party cookies by embracing data collaboration, AI, and flexible, multi-channel strategies. While fragmentation presents challenges, these evolving solutions offer new ways to reach audiences effectively and ensure privacy compliance. A portfolio approach means the industry will be rife with new services and solutions to offer marketers. IAB Canada will continue the conversations within our Councils and Committees to drive the industry forward.