OneTrust Data Guidance publishes Dmitry Alekseev point of view in regard to IAB Europe guide on post-third-party cookies.
The Interactive Advertising Bureau (‘IAB’) Europe announced, on 7 May 2020, that it had published its Guide to the Post Third-party Cookie Era (‘the Guide’). In particular, the IAB outlined that the Guide should help brands, agencies, publishers, and tech intermediaries prepare for the post-third-party cookie advertising ecosystem by providing a background to the current use of cookies in digital advertising and an overview of alternative potential solutions.
The Guide addresses, among other things, the contributing factors to the depletion of third-party cookies, the impact of stakeholder usage of proprietary platforms, and the consequences of ad verification and measurement. Moreover, the Guide identifies challenges and solutions to the post-third-party cookie advertising ecosystem, as well as how organisations can contribute and become involved in the development and implementation of solutions.
Dmitry Alekseev, Senior Associate at ECIJA, specied, “With regards to publishers, while still responsible for compliance with ePrivacy [rules] and data protection regulations, there will no longer be a need to provide […] information on third parties placing trackers on a webpage, nor explain what type of trackers are placed, with associated secondary obligations such as ensuring that links to their privacy policies actually work.”