Koddi Ads: Privacy First

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We believe the path forward for digital advertising is a privacy-first ecosystem grounded in ad private marketplaces where individual publishers own and protect first-party data.

We see marketplaces allowing advertisers to purchase advertising to target audiences through open, connected, and transparent systems, but the execution of the targeting (audience to individual) being owned exclusively by the retailer (who the individual has chosen to share data with).

Koddi Ads Never Uses Third-Party Tracking

The decline of third-party tracking is not new; it’s been well documented over the last several years. At this point, the digital media industry has fully realized that consumers and governments will no longer tolerate the tracking technologies and strategies that were once standard media industry practices.

According to some, the death of third-party tracking means the beginning of the end for the open and free internet that we know today. The claim is that limiting tracking limits advertising and that, in turn, limits the ability of site operators to monetize. Lack of monetization, therefore, leads to the declines of the sites themselves. This conclusion makes for flashy headlines, but it couldn’t be further from the truth. Advertising as a vehicle for online monetization is not going away. In fact, it's growing.

So then, what can digital marketers do? There is no consensus, but two distinct trends of solutions have emerged:

–Fight the change and build solutions that subvert or work around privacy-first measures (while also trying to convince consumers that this is the right path)
–Build new, privacy-first solutions that actually protect user data

The first option, while potentially profitable in the short term, will fail in the long run. The cat-and-mouse game being played by some in our industry will eventually be won by privacy advocates, most likely through legislation (in the pattern of the GDPR and CCPA efforts). Fighting this eventuality will put you behind the marketers who are embracing the trends outlined above.

The second option is the better path, a win-win for consumers and advertisers. For consumers, the upsides of privacy, transparency, and control are clear wins. For advertisers, there are actually two parts to the equation: avoiding fines, and growing (and protecting) your revenue.

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The third-party cookie is crumbling. New, innovative, privacy-first digital advertising solutions will be needed. Private marketplace ad programs provide numerous benefits over traditional exchanges and are the fastest-growing digital media strategy. Now is the time to act, change for the better, and embrace the future of digital advertising.