NDA’s Reasons to be Cheerful is back! Launched during the pandemic, the series celebrates the amazing people, technology and innovations that give our industry a reason to smile despite potentially negative situations. We kick off with Robert Webster, CEO, Tau Marketing Solutions finding the positives in Google’s third-party cookie bombshell.
It’s been a grim news cycle in advertising lately.
From Google abruptly changing course on Privacy Sandbox, to the DOJ circling, to the steady drumbeat of low-quality curation and rising fraud—negativity seems to dominate every headline. I’ll admit, I’ve added to that chorus at times (sorry). And let’s not forget the job market, which for experienced professionals has rarely looked tougher in my entire time in media.
But despite all this—or maybe because of it—I believe we’re at a moment of extraordinary potential. A kind of industry springtime. We are in a cycle where the opportunity to build something meaningful, valuable, and lasting has never been greater. For those with bold ideas and a will to execute, this is one of the best times in decades to launch, grow, or reshape a business.
Let’s start where much of our collective anxiety has lived: privacy and identity.
Privacy: From Chaos to Clarity
After five years of churn, confusion, and shifting standards, we’ve hit something of an inflection point. Yes—the third-party cookie will linger, but its influence is clearly waning. That’s actually good news.
Because if cookies live on in reduced form, then better solutions—like universal IDs—must also have a secure future. In many ways, they are the next evolution of cookies: more secure, more durable, and applicable in more environments.
Take the IP address. Once considered an endangered species, it’s now being reimagined as a responsible, privacy-conscious signal. I’m especially impressed by what Digital Element is doing with LOCID—a glimpse of how useful, well-handled identity signals can unlock new value without compromising trust.
We now have, arguably, as much certainty as we’re going to get in this space. The EU might surprise us, but the current regulatory tone feels almost laissez-faire. That provides a stable enough platform for builders to move forward with confidence.
AI: Acceleration Over Hype
This isn’t another AI puff piece. Let’s get real.
The biggest impact of AI right now isn’t in clickbait demos or overhyped visions. It’s in speed. Product development cycles that once took months can now be compressed into days. Tools like Manus or O3 let anyone—from product leads to marketers—go from idea to prototype with a prompt.
Hackathons used to be the domain of elite engineers.
Now, “vibe coding” is opening creative engineering to a much wider group. AI has removed the friction between idea and execution. That’s revolutionary.
We will see a wave of innovation hit the market because all the talent that exists can now build the product of their dreams (at least in MVP form), quickly and at low cost.
Talent: The New Ingredient Is Available AgaiN
For years, we talked about how a lack of digital, engineering, or specialist talent held back change. In-housing stalled. Good ideas died on the whiteboard. But that’s changed.
The talent is out there again—and it’s hungry. Paired with AI, the old bottlenecks are dissolving. I’ve been genuinely inspired by the people I meet who just want to build—to shape tools, services, and companies that make a difference.
If you have an idea, the resources to build it—and the co-conspirators to bring it to life—have never been more accessible.
This Time, Quality Might Actually Win
This new era—defined by privacy and AI—is also one that seems to finally be rewarding quality. That’s a welcome shift. The giants that once looked untouchable are wobbling. This time, it’s not just about being first—it’s about being good.
Remember, MIQ, Captify, and Flashtalking weren’t the earliest players in their fields. But they saw the opportunity, backed it with talent and attitude, and redefined their corners of the industry.
The next wave of winners might not even exist yet—except in someone’s imagination right now. Maybe yours.
There is a better future ahead of us.
We just need to build it.
