The evolving digital advertising landscape, characterized by increasing privacy concerns and regulatory changes, is shaping the future of cookies and mobile IDs in Real-Time Bidding (RTB). In response, the industry is moving towards privacy-focused solutions and alternatives to traditional tracking methods.

The RTB ecosystem is set to be significantly impacted by the decline of third-party cookies. Major web browsers, including Safari and Firefox, have already begun blocking these cookies by default. Google Chrome, which holds the largest market share, has announced plans to phase out support for third-party cookies by 2024.

Additionally, changes in mobile IDs, such as Apple’s introduction of the App Tracking Transparency framework in iOS 14, are also expected to impact the RTB ecosystem. Advertisers must pivot their data collection strategies and prepare for significant changes in data usage in RTB markets.

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