‘Addressability without third-party cookies is a multi-year journey’

Criteo has been preparing for cookie deprecation since 2017, when Safari first eliminated them, and we have been an early collaborator and tester with Google on the Privacy Sandbox since they announced it in 2020.  We’ve developed a multi-pronged strategy, focused on maintaining addressability for our clients, partners, and the wider industry in the wake of third-party cookie deprecation. 

We’ve learned in to test and leaned strategies around addressability across several different solutions, which has helped us understand which solutions are best for our clients and partners. There are so many options out there, and what we see is that each solution fills a specific piece of the need, but not the entire need.

That has been a significant learning for us and is the inspiration behind our approach to addressability in the future. We have created a strategy that is greater than the sum of the parts, which leverages AI to maximize performance no matter the signal that we use to drive it, including first-party data, Privacy Sandbox APIs, as well as different cookieless commerce signals like contextual, seller-defined audiences. It’s all under one hood and streamlined for our partners. 

 At Criteo, we understand that our clients need flexibility above all else. We remain committed to our addressability ethos, which emphasizes scalability and interoperability of solutions across all channels for a more open and unified, and therefore efficient, ecosystem for all stakeholders. We firmly believe that our strategy and tools will empower our clients and our partners alike to navigate the evolving addressability landscape for a sustainable and prosperous future.

Addressability on the web without third-party cookies is an evolving discussion, and one that does not end once the third-party cookies are deprecated. This is a multi-year journey and we’re only at the beginning. With the right approach, marketers can still deliver relevant advertising experiences to consumers across all channels and environments while safeguarding their privacy.

Collaboration within the industry, combined with a focus on consumer choices, will be key to unlocking new solutions for addressability. By working together with partners and staying current on the latest developments, marketers can continue to connect with their audiences in meaningful ways, both today and in the future.  

While the industry has spent a lot of time focusing on options for targeting, we have been a longtime collaborator with Google to test the PSB measurement and attribution API as part of solving Multi-Touch-Attribution and incrementality challenges. Criteo already has post-click measurement solutions in place to continue reporting without third-party cookies. And we’re still building solutions for more complicated measurement approaches that will benefit our clients in the future with a new framework for measurement without third-party cookies.

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