How Lucid is Preparing for the Cookieless Future

Apr 19, 2021 | Media Measurement

As consumer privacy changes are sweeping the industry, with the withdrawal of third-party cookies on Google Chrome by 2023 and Apple’s privacy features rolling out this year, we know that our customers’ top priority is to continue advertising to their customers in meaningful ways and measure the impact of that advertising. That’s why Lucid is taking strategic steps to ensure we can provide media measurement solutions in this new world. 

Since the start of the pandemic, measurement and attribution have become one of the most important issues advertisers are facing. A survey conducted in May 2020 by Winterberry Group and the Interactive Advertising Bureau (IAB) found, for example, that “nearly half of data professionals in North America … expected measurement and attribution to command their attention in the next year – tied for first place with business recovery from the pandemic.” The continued impact of the pandemic throughout 2020 heightened these concerns: in a poll of North American agency and brand marketers conducted by demand-side platform (DSP) The Trade Desk in September 2020, “84% said they were facing new pressure to prove the effectiveness of their ad spend since the onset of the pandemic.”

Lucid is preparing for these changes to ensure we can offer a solution to cover most of our clients’ and partners’ use cases. A solution that is not only effective in the short term, based on the aforementioned industry changes, but one that will enable customers and partners to execute brand lift measurement in the future.

Industry leaders’ big privacy changes: deprecation of the third-party cookie & opt-in requirements

Industry leaders are starting to implement some key developments regarding data privacy and consent. These changes are propelling the ad measurement space into an important transition. The biggest issue is Google’s planned depreciation of third-party cookies in Chrome, scheduled for 2023. A survey of North American digital media professionals conducted in October 2020 indicated that third party cookie depreciation was the leading concern, especially among those working for agencies or publishers. 

In parallel, there is also concern about the impact of Apple’s privacy features, that will require apps to get the user’s permission before tracking their data across apps or websites owned by other companies.

Needless to say, all eyes are on the advertising space right now. So, how can we move forward with implementing a privacy-first approach while meeting advertisers’ need for effective measurement? Put simply: sharing exposure information in a direct, privacy-compliant manner requires collaboration among industry stakeholders. This is dependent on deeper collaboration with trusted partners to deliver meaningful ad experiences. 

What is Lucid’s plan for cookieless measurement?

In 2023, tracking for measurement will be more complex, not less. We anticipate that a single campaign or partner will use multiple tracking strategies at once. While adjusting to these changes requires work, it will deliver a new standard of privacy that consumers want – and that benefits all of us. 

Along with continuing to use current methods, and exploring new ways, to pass alternative identifiers, Lucid is working with partners to fully understand how data can be passed to us and is building out an ecosystem of direct, first-party integrations with a variety of ad platforms and media companies. 

Direct, S2S integrations enable more complete, accurate, and controlled data, which results in brands being able to be able to provide an improved, privacy-first, ad experience for consumers.

By matching first-party identifiers, media platforms and marketers can share data such as ad exposure with Lucid securely to facilitate measurement on behalf of mutual customers. This enables deeper insights regarding in-browser behavior and advertising exposures in cookieless environments such as in-app and connected TV. This also ensures compliance with regulatory requirements such as GDPR consent, opt-outs and delete requests. Here’s how:

Global scale: Lucid has access to millions of respondents in more than 110 countries.

Greater control: Our technology offers enhanced privacy protection and measurement transparency for users.

Sustainability: We enable our media measurement customers to mitigate fragmentation by managing their brand-lift data via direct, one-to-one pipelines for all ad types.

The network effect: Our server-to-server integrations deliver powerful connections, provide easy implementation, and enriches mutual customer outcomes and successes.

User consent is key: Getting your customers to opt-in to tracking to receive the best experience possible. Respondents that answer surveys via the Lucid Marketplace are double opt-in. Respondents register with our suppliers and consent to provide info knowing that data will be used for research gains, and once they enter the Lucid Marketplace, are asked to consent again. 

How can you help grow tagless tracking partnerships?

Lucid is committed to advancing privacy-first ad measurement to support our technology-based media products in 2021 and beyond. That also means we are actively seeking valued media and platform partners for feedback and participation in our tagless tracking framework. So, how can we grow those partnerships?

If you are an agency/brand, it is important to continue asking your media partners for their integration status with Lucid. If they do not have an existing integration with Lucid, they can reach out to to join our tagless activation program.

If you are a publisher or media platform, Lucid welcomes new providers. For more information about how to join Lucid’s tagless activation program, you can also contact

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