Permutive’s Joe Root Discusses ITP & It’s Impact on the 3rd Party Cookie

In this episode of TraderTalk TV, ExchangeWire's Ciaran O'Kane interviews Joe Root, founder, Permutive, to find out the impact Apple's Intelligent Tracking Prevention (ITP) has had on the Safari advertising ecosystem.

Root discusses:
- Why the 'death of the cookie' doesn't refer to all cookies, just the third-party cookie
- How cookie matching in Safari used to work, and how Apple's ITP has changed that
- How ITP 2.0 has caused a decline in bid density and a drop in CPMs
- How Permutive's solution, which is first party by design, and operates like a database for publishers, isn't blocked by ITP
- Why Apple won't allow post-view metrics
- Why ITP is encouraging marketers and publishers to build direct relationships

Lindsay Rowntree: Lindsay Rowntree joined ExchangeWire in 2016 as Head of Content, and after growing the team to include three full-time editorial staff, became Director of Operations in 2021. Her role includes managing the day-to-day operations of ExchangeWire's business functions, as well as the content and marketing teams, across ExchangeWire's suite of products, including its global conference series, ATS. Lindsay also features on stage at ATS events, as well as in ExchangeWire's audiovisual products, including The MadTech Podcast and TraderTalkTV. She previously held the role of director of search, UK at Starcom MediaVest Group, where she spent six years, providing her with extensive experience in digital advertising, performance marketing, data, technology, client servicing and media planning/buying.
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