Birdwatching: The Latest in Cookieless Advertising Tech

Welcome to Birdwatching, where we keep track of all the latest updates related to the avian-themed acronyms of the cookieless advertising world.

DeepIntent is building healthcare advertising solutions for the future, and as we’re all aware, the future — or more specifically, the future as of 2023 — will be cookieless. DeepIntent has been mostly cookieless since 2019, and having developed our own cookieless ID graph, my team makes it a point to stay in the know about the cookie deprecation timeline, how other companies are advancing their cookieless advertising efforts, and what other cookieless alternatives will emerge in the coming years. Each month, we’ll compile those insights here, so you too can be aware of what awaits us in the cookieless future.

This month, Technical Product Manager Tom Robinson provides an overview of the MaCAW proposal, while spotlighting some of the top headlines related to privacy and identity.

The “Bird” of the Month

July’s bird of the month is MaCAW, a.k.a. “Multi-party Computation of Ads on the Web,” which we can think of as an add-on to PARAKEET.

MaCAW is a generic ad serving flow that retains the measurable privacy guarantees introduced in PARAKEET (a.k.a. “Private and Anonymized Requests for Ads that Keep Efficacy and Enhance Transparency”) and extends the functionality with support for more comprehensive and accurate ad targeting without revealing additional user information to the ad services.

Where PARAKEET lays the foundation, MaCAW extends that functionality to include bid models, brand safety checks, a ranking function, and publisher controls.

Additionally in this model, the ad services do not need to share bid models, model parameters, or auction functions with the browser service. These are often considered confidential intellectual property, and reduce the level of trust they need to extend to the browser service as a result.

What’s our take on it? MaCAW continues the excellent work done in PARAKEET to meet the challenges that marketers face today. It’s a thoughtful extension of an already thoughtful proposal.

In Case You Missed It

Here are some of the top headlines from the last month.

Share this Post

Related Articles

 In Episode 9, host John Mangano sits down with Dr. Brad Bowman, MD, Chief Medical Officer and Head of Data Science and Quality at Healthgrades. Brad offers a unique perspective on the intersection of healthcare and artificial intelligence (AI). You may know that AI is already transforming medicine, from reading X-rays to predicting health […]

What does effective healthcare marketing look like in a world where physicians are busier than ever? On Episode 6 of Deep, John Mangano speaks with Damon Basch, a seasoned HCP marketer at Veradigm. Together, they discuss innovative strategies leveraging data and technology to support physicians and improve patient care.   The conversation spotlights the pivotal […]

 In this episode of Deep: The Health Marketing Podcast, John Mangano is joined by Sara Hayes, SVP of Communities at Health Union. Sara oversees over 50 online health communities that connect patients with shared experiences, offering support, information, and inspiration in moments that matter most. Together, they explore: The unique role online communities play in […]

Never Miss New Insights

Sign up for the newsletter to ensure our latest whitepapers, research reports, and more are delivered to your inbox.