The average page load on an ad-supported website includes 172 network requests just for advertising, according to recent research. That’s 172 opportunities for a publisher’s audience data to be collected, stored and re-monetized by other partners every time a page displays.
The death of the cookie has been predicted since at least 2013, but the third-party cookie has lingered so long because the advertising industry still depends on it – more than most will admit.
Google’s recent decision to deprecate third-party cookies on Chrome will severely cripple browser-based targeting, cross-site tracking, frequency capping and retargeting. Ad platforms will be blind outside of the contextual attributes passed in any opportunity to serve an ad.
When we started Rebel AI in 2016, we set out with a mission to build the best-in-class advertising products to help marketers reach their customers securely at scale. We wanted to build an advertising platform from the ground up that allowed small to medium sized agencies and businesses the ability to compete in a market dominated by deeper pockets. Leveraging our twenty-plus years of in-market experience, we have done exactly that.