Google Is Backing Cookieless ID Solution Seller-Defined Audiences

The tech giant released updated tools for publishers to transact on first-party data in the open web

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Google is helping publishers more easily share their first-party data with advertisers in the open exchange by integrating with the IAB Tech Lab’s seller-defined audiences taxonomy solution, as the digital advertising ecosystem braces itself for cookie deprecation in 2024.

Publishers and advertisers are searching for the right ways to target audiences and attribute marketing spend. Without third-party cookies, advertisers are relying more on publishers’ access to valuable first-party data. But often, marketers only get access to this in direct sales deals and private marketplaces.

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