IAB: A Guide To The Post Third-Party Cookie Era
Industry POV /

IAB: A Guide To The Post Third-Party Cookie Era

The research team at Captify have gathered useful content from our clients and partners that can help brands get powered up with all things cookieless. This spotlight is from our friends at the IAB.

This guide aims to prepare brands, agencies, publishers, and tech intermediaries for the sunsetting of third-party cookies. It also provides insight into the current use of cookies in digital advertising and the alternative solutions being developed.


  • The single biggest thing advertisers and publishers can do to contribute to cookieless solutions is to lead by example and drive adoption
  • For advertisers and publishers to fully embrace a cookieless future and continue driving results, they need to gain maximum value from first-party data sources including their own and the wider ecosystem
  • Brands must utilize contextual targeting solutions to find environments where their message will resonate with the right consumers at the right time 

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