With the clock ticking on third-party cookies, publishers will soon be the only part of the ad ecosystem with direct relationships with their readers.
The identity-preserving workarounds pitched by agencies and buy-side ad tech often involve using a publisher’s first-party cookie to store information, and allowing outside partners to call up these first-party cookie records (often via API) and stitch them together to understand identity.
Other solutions use local storage or have a publisher create a new subdomain (a CNAME record) for the ad tech company that allows them to set first-party cookies. Then, buyers can essentially recreate the identity that powers the open web.
Unfortunately, most – though not all – of these solutions fail to meet publishers’ privacy compliance criteria, and many feel these are temporary workarounds vs. true innovations.