Move Beyond Cookie and Mobile ID Deprecation

Are You Protected?

by Lou DiGiacomo, VP of Product

For the unprepared, the imminent future of AdTech could be quite dystopian. The world of advertising technology is undergoing dramatic changes. The demise of third-party cookies and device IDs is well underway and legislation continues to intensify a rapidly changing ecosystem. 

FullThrottle helps agencies, media companies, publishers, and brands to transform, recognize, and own their first-party audience data using patent-pending technology. FullThrottle's technology is interoperable with modern AdTech systems and can be utilized within the advertising ecosystem to achieve optimal First-Party Data scale and relevancy, all without reliance on third-party cookies. 

Let’s dive in deeper to better understand the current AdTech climate.

Cookie data monster

Browser Technology 

With browser technology, the Cookiepocalypse is here. Safari’s intelligent tracking prevention and Firefox's enhanced tracking prevention both already block third-party cookies. Now, Google Chrome is ending their support for third-party cookies as well in order to move entirely away from personal identifier-based advertising.  

What Is Deprecation?  

Deprecation is the process of older technology becoming obsolete, usually as it has been superseded by newer technology. Deprecated technology is not immediately removed from the environment but takes time to stagnate and eventually becomes irrelevant. 

Mobile Devices 

With mobile device changes plus the early 2021 changes by Apple as well as giving customers the power to withhold their IDFA and mobile IDs from third parties, the death of mobile device-based advertising has begun. In addition, it seems Google is not far behind in the restriction of their own Mobile Ad ID on Android devices.  

Privacy Legislation 

With privacy legislation, the arrival of CCPA and CRA, and a volatile legislative landscape, privacy law will be a critical component for every agency, brand, and media company in the future.  

Investing in a compliant technology platform was ranked as a top five challenge for US marketers.  

Change Is Here 

In an unpredictable, rapidly changing landscape, you need to be insulated against seismic changes to your tech investments. Whether the industry is ready or not, data will expire and tech will be rendered obsolete. However, with FullThrottle, you can rest assured your platform is future-proof. Are you protected? 

The proprietary, patent-pending technology powering FullThrottle’s entire stack

Our patent-pending technology is the backbone of the entire FullThrottle platform-- the future-proof insulation needed to charge into the future of identity resolution, audience building, media activation, and data modeling. As others hastily pivot to new models of data connection, we’re doubling down on the platform we’ve homegrown from the ground up-- a platform that has never relied on aging tech, like 3p cookies or MAIDs. 

Invest in future-proof technology to track and activate your campaigns. Identify, market, and measure real addressable households.  

Schedule your demo today and discover how FullThrottle can future-proof your business against the cookie and mobile ID deprecation.

Lou Digiacomo Thought Leader