Omnichannel SSP OpenX is launching a Cookieless Deal Library that will allow advertisers to test and activate campaigns across a wide range of alternatives to third-party cookies. For activation it will be agnostic as to DSP choice.
Advertisers will not only be able to test these multiple solutions but also test them against each other and develop new success benchmarks. This comes, of course, against the background of Google actually starting to allow Chrome users to disable cookies.
Why we care. The dirt finally hits the road. We have been covering possible alternatives to third-party cookies literally for years as Google continually moved back the deprecation date. Deprecation is now happening and the promise of a solution like OpenX’s Deal Library is that marketers will finally begin to learn about the comparative performance of the alternatives.
How will Google Topics perform when the range of topics is so limited and inevitably broad? Will alternative identifiers take first prize? How about relying on publisher first-party data? Or will everyone retreat to contextual advertising (which worked well enough for soap powder)?
The deals on the table. Right now, OpenX has said it will make the following cookieless alternatives available in the Library:
- Alternative Identifiers Deals (Digiseg, ID5, and LiveRamp’s RampID).
- Attention Deals (high quality, highly engaged ad inventory: Adelaide, Oracle Moat and TVision).
- Contextual Deals (4D, Audigent’s Contextual PMPs, Captify, Cross Pixel, Oracle Contextual Intelligence, Silverpush, and SQREEM Technologies).
- ID-Free Audience Deals (AI-powered analysis of digital journey patterns: Dstillery ID-free).
- CTV Deals (Samba TV).
- Privacy Sandbox Topics Deals (Chrome).
- Publisher First-Party Data Deals (Audigent’s Smart PMPs).
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About the author
Kim Davis is currently editor at large at MarTech. Born in London, but a New Yorker for almost three decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Shortly thereafter he joined Third Door Media as Editorial Director at MarTech.
Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.
