Le Roy: ‘Industry will be fine’ post-cookies; warns publishers not to collect data ‘for the sake of it’

Appearing on this week’s Mumbrellacast, CEO of the IAB Australia, Gai Le Roy said that while there will be some initial adjustments, “the industry will be fine” beyond third-party cookies departure next year.

“There’s a lot of panicking, but there will be rebuilding. There may be some less targeted opportunities at an individual level for areas without first-party data. But we’re also developing some really, really clever ways of targeting through context and making sure that the ad experience for consumers environment is great as well as giving advertisers the signals that they need.”

IAB’s Le Roy: Don’t collect data just for the sake of it

Le Roy said that it is hard to know exactly what the end picture will look like for the industry as it is still in “exploration mode”.

“Google just changed a lot of their plans with the Privacy Sandbox, it feels like a long time ago, but it was probably a few months ago. So there’s a lot of testing going on there.”

“Overall there will be some big changes. There will be some areas where it will be a little bit more mass targeting, but there will be a lot of power for people who do have great first-party data.”

“But having said that, publishers, if they don’t have the value exchange to collect data, shouldn’t just collect it for the sake of it.”

Also in the conversation, Le Roy talks about the best investment opportunities in the market right now, the rise of retail media, fixing the talent crunch, the current state of ad tech in Australia and why creating a better user ad experience is essential to take connected TV to the next level locally.

Catch the full conversation with Gai Le Roy on tomorrow’s Mumbrellacast. In the meantime, you can listen to all previous episodes here. 


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