Without Google’s cookie cutoff hanging over them, buyers are lukewarm on alternative IDs

There’s nothing like a deadline to focus the mind. And there’s no better way to lose focus than by removing one.

Just over five years ago, Google set out to sunset the use of the third-party cookies in its Chrome browser. The tech giant’s scheme provoked the ad tech industry to develop dozens of potential successors to the cookie, from ID5 to The Trade Desk’s Unified ID 2.0 to Liveramp’s RampID.

Media buyers responded by testing these alternative identifiers for audience targeting and measurement. But without the cookie cutoff hanging over the industry (or their clients), they aren’t pursuing alt-IDs with the same fervor.

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