Audience & Identity Solutions

Navigate the post-cookie landscape with confidence. We connect you with partners who can future-proof your revenue by implementing a durable, privacy-first identity and audience strategy.

The Challenge: The End of Third-Party Cookies

For decades, third-party cookies have been the backbone of programmatic advertising, enabling audience targeting, retargeting, frequency capping, and measurement. With major browsers like Chrome phasing them out due to privacy concerns, the digital advertising ecosystem is facing its most significant shift in a generation. For publishers, this means a potential loss of audience addressability, leading to lower CPMs and a sharp decline in revenue if no proactive measures are taken.

The Solution: A Portfolio of Identity Strategies

There is no single replacement for the third-party cookie. The future of identity is a mosaic of different technologies working in concert. Our GCPP partners are at the forefront of this evolution, helping you build a resilient identity framework by implementing:

  • Alternative Universal IDs: Integrate industry-leading, privacy-compliant identifiers like The Trade Desk's Unified ID 2.0 (UID2) and LiveRamp's RampID. These IDs are based on authenticated, pseudonymous user data (like an email login) and allow for precise targeting in a post-cookie world.
  • First-Party Data Activation: Your greatest asset is your direct relationship with your audience. We connect you to partners with tools to collect, segment, and activate your first-party data, creating valuable audience packages that can be sold directly to advertisers via PMP deals.
  • Google's Privacy Sandbox: Get expert guidance on navigating and integrating with Google's evolving Privacy Sandbox initiatives, including the Topics API and Protected Audience API (formerly FLEDGE), ensuring you remain compliant and competitive within Google's ecosystem.
A diverse group of professionals collaborating on a data strategy

The Seartive Advantage: Expert Implementation & Strategy

Implementing an identity strategy is highly technical. Our GCPP partners provide the hands-on expertise to ensure a seamless transition and optimal performance. They will:

  • Manage Prebid.js Identity Modules: Correctly configure and manage the User ID module within your header bidding setup to pass all relevant identifiers to demand partners.
  • Integrate with Your CMP: Ensure your identity solutions work in harmony with your Consent Management Platform, respecting user privacy choices under GDPR, CCPA, and other regulations.
  • Forge Demand Connections: Leverage their relationships to connect you with DSPs and buyers who are actively transacting on new identity currencies, ensuring there is demand for your newly addressable inventory.