The proverbial clock on the official depreciation of the third-party cookie (given Google’s 70% share of the global browser market) is less than 18 months away and the sanctity of the open and free internet is at risk.
Subsidized access to digital content is contingent on the ability to target, frequency cap, and measure marketing efforts – all of which will become increasingly difficult without a persistent identifier.
As clearly outlined in Ronan Shield’s recent piece in Digiday, proposed industry solutions to this looming change have been anything but successful in their roll out. With testing stalled in Europe, major publishers practicing a wait-and-see approach, and publicly-listed market leaders hesitant to be caught “holding the bag” in accordance with global regulations; there are more questions than answers at this time.
The common thread underlying most of the challenges is a lack of innovation in the proposed solutions, all of which attempt to replace the existing model with as little friction as possible. But, the impending death of the cookie and the device ID present a unique opportunity to redefine the unspoken value-exchange of the internet and incorporate consumer choice and consent into the equation. Advertising industry solutions, such as UID 2.0, PreBid OpenPass, LiveRamp’s IDL, etc., all lack the involvement and informed consent of the consumer.
If individuals were empowered with the mechanics to control personal identity, consent, and data, a majority of the hurdles facing the market today would be resolved.
Furthermore, publisher concerns would be addressed to ensure holistic participation and a consistent world-wide experience for consumers:
lockr is taking a unique approach to the problem at hand – focusing specifically on a solution built for the consumer that is compatible with existing industry revenue models. The lockr solution is not intended to compete with B2B industry initiatives; rather, lockr is a complementary tool in the arsenal. With lockr’s model, the consumer is granting access to their own personal data directly to the publisher or brand – there is no co-op formed nor any question of transparency, and the enterprise can choose if this data (once facilitated by lockr) should be pushed into other identity solutions such as UID 2.0, ATS, PreBid, etc.
lockrMail is the only player in the space building a consumer solution that will collaborate with publishers to facilitate the continued support of the open and free internet.