Life at Nexxen with Chris Wieland
December 5, 2024
Our Response to Google’s Recent Decision
By: Jessica Cobbe
Earlier this week, Google announced that it was not going to deprecate third-party cookies in Chrome – a decision that’s garnered significant attention throughout our industry. As a beta partner with Google’s Privacy Sandbox, Nexxen had an in-depth understanding of the developments and concerns that led to this reversal. Despite this decision, though, the evolving landscape of privacy regulations and industry-wide signal loss still demands a robust identity resolution solution, and we firmly believe that a scalable approach to identity is essential for creating the best online experiences for buyers, sellers and consumers alike.
Having alternative identity-based solutions, in addition to continuing to support cookies, is crucial for everyone in our ecosystem to pursue more robust opportunities across devices and platforms. And at Nexxen, we take an agnostic approach to identity – our comprehensive, four-pronged strategy is designed to provide flexibility and ensure coverage and reach across all channels.
More specifically, this approach involves:
Universal ID Support
We will support all major universal IDs, allowing us to create customized private marketplaces (PMPs), build target audiences and run campaigns through Nexxen DSP and Nexxen SSP. We are fully integrated with RampID, working on Unified ID 2.0 integration, and offer pass-through support for major universal IDs in our SSP. As new universal identifiers gain traction, we will support those as well, ensuring our clients have access to the most effective resources available.
Unified Identity Graph
Our Unified Identity Graph combines multiple identity solutions into a single system for smooth cross-device targeting. This system allows for unified bidding across various IDs, boosting revenue potential and increasing reach. It also improves frequency controls at the device, person and household levels, providing a seamless and efficient advertising experience.
Contextual Solutions
Nexxen’s proprietary contextual solutions, such as TV Content Targeting and Smart Contextual segments, enable advertisers to expand their reach across devices in a privacy-safe manner. Additional contextual solutions include Predictive Audiences and traditional keyword targeting, offering a wide range of options to meet specific campaign needs while maintaining user privacy.
Supply-Side Data and Curation
Through Nexxen SSP, advertisers can connect directly with premium publishers, gaining access to first-party data for precise audience targeting. Our extensive supply footprint allows us to create curated PMPs and site lists for specific campaign requirements – which includes first slot ad inventory, high-attention content, sustainability and more – ensuring our clients’ campaigns are both effective and aligned with their brand values.
At Nexxen, we are committed to supporting multiple identity solutions, now and in the future. We view data – whether first- or third-party – through a holistic lens, ensuring that we remain adaptable and responsive to industry changes, and providing our clients with the solutions and insights they need to succeed in a dynamic and ever-changing advertising environment.
Google’s decision not to deprecate third-party cookies underscores the complexities of the current advertising landscape. But Nexxen remains dedicated to providing scalable, durable identity solutions that enhance online experiences for all stakeholders. By supporting a wide range of identity signals and offering advanced tools for targeting and amplification, we can ensure our clients are well-equipped to navigate the future of digital advertising.
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