Simpli.fi’s Response to the Deprecation of Third-Party Cookies | Paul Harrison
- S1E107
- 09:38
- April 17th 2025
Paul Harrison, Chief Technology Officer Simpli.fi
Paul Harrison, Simpli.fi's CTO, talks about cookie deprecation's impact on advertising. Harrison stresses preparedness, highlighting Simpli.fi's proactive stance, leveraging privacy by design principles. He discusses alternative solutions like contextual targeting, ZTV for CTV, and geofencing for attribution. Addressing concerns about keyword search retargeting and frequency capping, Harrison assures readiness. He also discusses the evolving landscape, including Google's Privacy Sandbox. Simpli.fi's diverse cookieless solutions empower advertisers to navigate changes effectively.
Simpli.fi
Simpli.fi provides marketing technologies, solutions, and workflow automation for advertisers and agencies of all sizes. We specialize in helping organizations that operate across many locations, jurisdictions, or local markets—where location matters and incrementality counts—by uniting data, automation, and intelligence to drive measurable growth.
Our platform powers highly targeted, high-volume campaigns across omnichannel environments including CTV, native, mobile, display, and social. We deliver transparent performance with local precision at national scale. Simpli.fi enables marketers—from multi-location brands and independent agencies who serve them, to political, advocacy, and public-affairs organizations—to activate locally relevant messaging, measure real-world impact, and generate clear, actionable insights.
Simpli.fi is backed by leading private equity firms Blackstone and GTCR. To learn more, visit Simpli.fi.