Thought Leaders Circle member Lance Neuhauser, President, Commercial at Mediaocean, discusses how preparing for a post-cookie world starts by keeping the consumer in mind, especially what they are willing to accept in terms of privacy.

Lance Neuhauser: I think everyone wants to call the death of cookies, and then the announcements come and then they go, and they come and they go.

I think the one thing that has been standard across Mediaocean, Flashtalking, and 4C is that we have built technology that is not reliant on the cookie, hat there is a significant amount of energy that has already been put into privacy compliance.

There's been a significant amount of energy that has been put into the math and science that's required to have both a modern day solution and a solution that is prepared for the ever changing future.

We need as an industry to start with the consumer in mind, and what the consumer is willing to accept and what they're not willing to accept.

What we have seen is those consumers that are unaware as to who has their information. And what we're doing with it—or what people are doing with it is not making them feel comfortable.

So we realize that all of these organizations that have now come together, and in order for us to be that independent, neutral system that marketers can rely on for the long term, we needed to be able to put the effort against the solution that will no longer rely on cookies.

We have that today and we are set to be that leader, moving forward as the industry continues to change.