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Ads for free content.

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It's how the internet has worked for decades.

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One of the greatest benefits

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of programmatic advertising is the ability

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to make those ads more relevant for your customers.

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But with third party cookies going

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away, that's all about to change.

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Or is it

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Today on the resource desk?

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Three reasons. The demise

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of third party cookies is actually a good thing

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for advertisers and how innovations

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and identity like unified ID 2.0 will make addressability

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more powerful than ever before.

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Yeah, I said it. The demise of third party cookies is good

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for advertisers, but it requires a new way

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of thinking about addressability.

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Let's see what that means. The first reason third party

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cookies weren't built for today's demands.

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Want proof? Look no further than connected tv.

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It's the fastest growing digital channel,

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and it doesn't use cookies at all.

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The same goes for other emerging channels like digital, out

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of home, and tomorrow's technologies

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will likely follow suit.

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Now, login based identifiers like UID two on a

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replacement for cookies.

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They're an entirely new approach to identity,

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helping marketers manage reach, frequency,

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and data usage across all channels, not just

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where third party cookies are present now and in the future.

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Second, digital advertising will become increasingly

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addressable as third party cookies go the way of the dodo,

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the internet will become inherently more consent based,

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meaning more customers will opt into relationships

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with brands and publishers.

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And this increases the value of first party data,

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which advertisers, publishers,

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and others can unleash to layer in more relevance

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and increase the value of every ad impression.

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But activating all this data successfully requires close

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coordination between platforms and partners.

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Cookies were never designed for this,

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but new identifiers such as UID two are

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helping you seamlessly connect publisher

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and first party data without transferring any consumer

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data in that process.

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That means more powerful advertising

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with consumer privacy in mind.

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And lastly, new IDs can help you reach new customers

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when it comes to reaching your existing audience.

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UID two is already much more

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reliable than third party cookies.

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But what about extending your reach

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beyond customers you already know?

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This new approach to identity can help you win there too.

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By modeling your own first party data

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and working with additional data via UID two,

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you can begin building your audience

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to reach your next million customers.

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And that's why we continue

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to build on our modeling capabilities, giving you access

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to a broad range of signals for more consistent

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and reliable campaign targeting and measurement at scale.

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So there you have it. Three reasons

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that pioneering advertisers are looking beyond cookies

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to create a new era in addressability in our next video.

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Four, strategies for Success in a post cookie future.

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See you then.