OpenX Deal Library will compare alternatives to cookies

Omnichannel SSP OpenX is launching a Cookieless Deal Library that will allow advertisers to test and activate campaigns across a wide range of alternatives to third-party cookies. For activation it will be agnostic as to DSP choice.

Advertisers will not only be able to test these multiple solutions but also test them against each other and develop new success benchmarks. This comes, of course, against the background of Google actually starting to allow Chrome users to disable cookies.

Why we care. The dirt finally hits the road. We have been covering possible alternatives to third-party cookies literally for years as Google continually moved back the deprecation date. Deprecation is now happening and the promise of a solution like OpenX’s Deal Library is that marketers will finally begin to learn about the comparative performance of the alternatives.

How will Google Topics perform when the range of topics is so limited and inevitably broad? Will alternative identifiers take first prize? How about relying on publisher first-party data? Or will everyone retreat to contextual advertising (which worked well enough for soap powder)?

The deals on the table. Right now, OpenX has said it will make the following cookieless alternatives available in the Library:

• Alternative Identifiers Deals (Digiseg, ID5, and LiveRamp’s RampID).
• Attention Deals (high quality, highly engaged ad inventory: Adelaide, Oracle Moat and TVision).
• Contextual Deals (4D, Audigent’s Contextual PMPs, Captify, Cross Pixel, Oracle Contextual Intelligence, Silverpush, and SQREEM Technologies).
• ID-Free Audience Deals (AI-powered analysis of digital journey patterns: Dstillery ID-free).
• CTV Deals (Samba TV).
• Privacy Sandbox Topics Deals (Chrome).
• Publisher First-Party Data Deals (Audigent’s Smart PMPs).