1. Can you walk us through your professional journey and highlight some of the key milestones in your career?
I began my journey in AdTech about seven years ago, managing SSP projects and collaborating closely with technical teams. At the time, TeqBlaze wasn’t a company yet—just a collection of separate white-label products. My role was to unify these into a single business unit with a cohesive development and client approach. Earlier this year, we took the next step, and TeqBlaze became an independent company. My focus has always been on making our technology practical and valuable for clients, whether through product strategy or by staying ahead in R&D. It’s been a journey of continuous learning and adaptation.
2. Why is the move towards a cookieless digital world happening, and what challenges does it create for advertisers?
I think the move to a cookieless world is all about putting privacy at the forefront. Regulators like the EU with GDPR and California with CCPA have made it clear that how data is collected and used needs to change. Meanwhile, users are more aware than ever of online tracking and want more control over their data. Companies like Apple and Google are responding with privacy-first initiatives—not only because of regulations, but because it’s what consumers expect.
For advertisers, though, this shift creates significant challenges. Without third-party cookies, tracking users across sites becomes much harder, impacting everything from personalization to measuring campaign performance. Smaller brands and publishers may feel this impact the most since they often rely on third-party data to compete. Even larger advertisers face a learning curve when adopting new tools like identity solutions and contextual targeting. To me, the biggest challenge is that it’s not just a technology shift—it’s a mindset shift. Advertisers need to focus on building direct relationships with users through first-party data and being completely transparent about how that data is used. It’s a challenge, but I think it’s also an opportunity to rebuild trust and create innovative and ethical strategies.
3. How are contextual and first-party data strategies filling the gaps left by third-party cookies, and how effective are they?
Contextual targeting and first-party data strategies are reshaping the ad tech landscape as viable alternatives to third-party cookies, each offering distinct strengths. Contextual targeting, for instance, operates entirely cookie-free by matching ads to content categories, sentiment, or keywords, using AI and machine learning to improve relevance and performance. Its success heavily depends on the sophistication of the contextual taxonomy and technology in use. Limitations remain, particularly for streaming platforms like CTV and OTT, where integration challenges persist due to fragmented standards and restricted access to contextual data.
On the other hand, first-party data offers advertisers direct insights into user behaviour within their ecosystems. It allows brands to build deeper, personalized relationships with their audiences while complying with privacy regulations. However, its effectiveness depends on scale and proper implementation. Small publishers, for instance, often lack the resources to utilize first-party data effectively, and its reach is limited to a publisher’s domain, unlike the broader view provided by third-party cookies.
A combined approach is recommended for maximum impact—contextual targeting can provide scale and privacy compliance, while first-party data, enhanced by universal ID solutions, offers precision and personalization. This synergy fills the gaps left by third-party cookies and ensures a balanced, effective strategy in today’s privacy-first ecosystem.
4. What role does Google’s Privacy Sandbox play in cookieless targeting, and how should advertisers prepare for its impact?
The Privacy Sandbox was supposed to balance privacy with effective advertising, but honestly, we’re still in a grey area. Instead of fully removing third-party cookies, Google lets users decide whether to opt in or out. Let’s face it—most will opt out, as seen with Apple’s IDFA. While Sandbox tools like the Topics API and FLEDGE offer possibilities for cohort-based targeting, they feel half-baked and overly reliant on Google’s control. This leaves advertisers, especially smaller players, questioning whether these tools truly level the playing field or consolidate Google’s dominance.
For advertisers, the reality is clear: waiting for a perfect solution isn’t viable. The shift to privacy-first models is accelerating, and adaptation is essential. First-party data is crucial—building direct user relationships and leveraging cleanroom technologies for secure data sharing will be key. Advanced AI-powered contextual targeting is another area to prioritize since it works independently of user-specific data. Ultimately, the takeaway is this: relying on any single approach, whether Privacy Sandbox or otherwise, is risky. Diversification and flexibility are the only ways to navigate this evolving landscape.
5. Could you explain how brands can use first-party data to personalize ads without violating user privacy?
Brands can use first-party data to personalize ads while respecting privacy by focusing on key strategies. First, transparency is essential – inform users about what data is being collected and how it will be used, and ensure explicit consent. For example, preference centres or opt-in surveys can make users feel in control and foster trust.
Second, only collect what’s truly necessary. Data minimization paired with anonymization is critical to prevent identifying individual users. Aggregated insights can be just as effective for targeting without risking privacy breaches.
Additionally, brands should explore contextual targeting as a compliment. By aligning ads with the content users engage with rather than tracking individuals, brands can deliver relevance without relying on personal data. Combining this with first-party insights can create a powerful yet privacy-friendly strategy.
Lastly, robust data security measures are non-negotiable. It’s vital to secure collected data against breaches and regularly conduct audits to ensure compliance with evolving regulations like GDPR and CCPA. This is not just about avoiding penalties but building trust over time. I believe brands that respect privacy while delivering tailored experiences will ultimately win loyalty in a privacy-first era.
6. How can advertisers blend contextual targeting with identity-based strategies to create a sustainable approach in a privacy-first world?
Blending contextual targeting with identity-based strategies requires balancing scalability, personalization, and privacy. Contextual targeting has advanced significantly—it’s no longer just about matching keywords. AI and machine learning now analyze themes, sentiment, and deeper content context, making it a robust, privacy-compliant foundation. For example, showing ads for running gear on a marathon training page feels relevant without tracking individuals. It’s ideal for scale, especially in environments like CTV or OTT, where identity data is limited. However, context alone lacks the depth of personalization.
Identity-based strategies address this. First-party and zero-party data, collected transparently and with consent, enable precise personalization. Tools like Seller-Defined Audiences (SDA) and universal ID solutions anonymize data while supporting cross-platform targeting. For example, combining a user’s past purchases with contextual signals makes ads feel personal without being invasive.
Layering these approaches creates powerful synergy: context delivers relevance at scale, and identity adds precision. Transparency is critical—brands must clearly communicate data practices. Robust security measures and compliance with laws like GDPR or CCPA build trust.
This combination—context for scale, identity for precision, and privacy for trust—is the sustainable path in a privacy-first world. It’s about creating strategies that are flexible, ethical, and ready to adapt as the industry evolves.
