SAN JUAN PR — The looming deprecation of a key technology advertisers have historically used to track and target users has sent the industry in a scurry for a replacement.

Google has declared it will phase out all third-party cookies – the tiny, user-side files that store information – from its Chrome browser by 2022.

In this video interview with Beet.TV, Xandr corporate strategy director Allison Paley describes the consequences.

“Top of mind is data and measurement,” she says. “Data, obviously with CCPA over here and GDPR in Europe. It’s hard and it’s a really meaty problem that everybody needs to come together to solve within the industry.

“And understanding how we do that and how we share data and create a universal ID with the cookie crumbling, it’s a big question that we need to answer.”

Ad-tech vendors have been racing to tout alternative technologies that rely on consumer opt-ins but which also allow parties to share and pool consumer data.

Whilst that may seem against the spirit of the new privacy regulations, they argue that such uses are permitted.

This month, Xandr announced that AMC Networks, WarnerMedia and Walt Disney would use its Xandr Invest buying platform, which allows advertisers to define audience segments to be reached through their TV programming.

Variety reports that those three networks joining Xandr’s Invest “sets up a battle of sorts”, with NBCUniversal, ViacomCBS, Forx Corp and Univision part of the OpenAP consortium for audience buying.

The panel was led by Beet.TV editorial and strategy director Jon Watts.

This video was produced  at the Beet Retreat San Juan 2020 sponsored by 605, DISH Media, NBCU, Roundel & Tubi.  For more videos from the series, please visit this landing page