The future of addressability: “Uncertain” doesn’t have to mean “unprepared”


The digital advertising landscape is on the cusp of a significant transformation. The impending demise of third-party cookies, coupled with growing concerns around data privacy, has left many marketers wondering about the future of addressability. As the industry navigates this uncharted territory, one thing is clear: “uncertain” doesn’t have to mean “unprepared.”

The Shift Away from Third-Party Cookies

Third-party cookies, once the cornerstone of targeted advertising, are facing extinction. Google’s announcement to phase out third-party cookies in Chrome by 2023 has sent shockwaves through the industry. This move, coupled with Apple’s Intelligent Tracking Prevention (ITP) and Mozilla’s Enhanced Tracking Protection (ETP), marks a significant shift towards a cookie-less future.

The Rise of First-Party Data

As third-party cookies become obsolete, first-party data is emerging as a viable alternative. First-party data, collected directly from customers, offers a more accurate and reliable way to target audiences. Brands that invest in building robust first-party data strategies will be better equipped to navigate the post-cookie landscape.

The Importance of Identity Resolution

Identity resolution, the process of linking disparate data points to a single customer profile, will play a critical role in the future of addressability. By resolving identities across devices, channels, and platforms, marketers can create a unified view of their customers, enabling more effective targeting and personalization.

The Role of Contextual Targeting

Contextual targeting, which involves targeting audiences based on the content they consume, is experiencing a resurgence. This approach, once considered old-fashioned, is now being hailed as a viable alternative to cookie-based targeting. By leveraging contextual signals, marketers can reach their target audiences without relying on personal data.

The Need for Transparency and Consent

As the industry moves towards a more privacy-centric approach, transparency and consent will become essential components of addressability. Marketers must prioritize obtaining explicit consent from customers and provide clear, concise information about how their data will be used.

Preparing for the Future

While the future of addressability may be uncertain, there are steps marketers can take to prepare:

1. Invest in first-party data collection
: Develop strategies to collect high-quality, consent-based data from customers.
2. Implement identity resolution: Leverage technology to resolve identities across devices, channels, and platforms.
3. Explore contextual targeting: Utilize contextual signals to reach target audiences without relying on personal data.
4. Prioritize transparency and consent: Obtain explicit consent from customers and provide clear information about data usage.
5. Stay agile and adaptable: Be prepared to pivot as the landscape continues to evolve.


The future of addressability may be uncertain, but it doesn’t have to mean “unprepared.” By investing in first-party data, identity resolution, contextual targeting, and transparency, marketers can navigate the post-cookie landscape with confidence. As the industry continues to evolve, one thing is clear: those who adapt and innovate will thrive in the new era of addressability.


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