A. Guttmann
Research Lead covering media
Utiq - statistics & facts
Google has postponed third-party cookie deprecation to 2024, giving the digital advertising industry more time to engineer solutions to continue to target internet users after cookies have been phased out. The consensus is that the use of first-party data (data a company collects via its own systems about its own customers) is the most promising way forward. For the industry, it would signify the 鈥済o at it alone鈥 approach, which would lead the internet to shatter into millions of walled gardens. In Europe, four telecommunications operators 鈥 Deutsche Telekom, Orange, 罢别濒别蹿贸苍颈肠补, and Vodafone 鈥 entered the race for a share of the digital spending pie with a different approach. Their new advertising platform called Utiq will encrypt and pseudonymize user data to allow identity-driven targeting without compromising consumer privacy.
