IAB

In this part of the “Media Review” series, we take a deeper look at five stories – including an analysis of the most influential stakeholders in the cookieless environment, UID 2.0 GDPR issues, and Google’s presentation of a new concept aimed at providing a privacy-preserving federated identity before third-party cookies are phased-out.

In early March, the European arm of the Interactive Advertising Bureau, IAB Europe, released the latest update to their Post Third-Party Cookie Era guide.

• Contextual SDA passed both quality tests we performed and described in this article
• The mechanisms we used to assess the contextual SDA signals’ quality were: SSPs’ audiences sent via Deal IDs and RTB House’s proprietary ContextAI engine

Have you heard of Seller-Defined Audiences (SDA) yet? SDA was released at the beginning of 2022 by Project Rearc – an initiative that came to life as the IAB Tech Lab’s answer to the impending demise of 3rd-party cookies. Although a year hasn’t passed since its release, SDA has received significant attention in the press and industry conferences and is considered one of the go-to solutions for targeting when the 3rd-party cookie pond dries up.

In this Media Review, you can read about how Privacy Sandbox evolved and determine how close we are to third-party cookies deprecation, find out about key learnings from the recently released SDA Implementation Guide, and see how Meta’s Interoperable Private Attribution tests went.