113. Historical Background on Cookie Targeting with Nish Desai




January 4, 2023


In the Sensei’s Corner this week, we welcome Nish Desai, director of technology and partnership with Xaxis. Founded in 2011, Xaxis is a programmatic media company that empowers its clients to reach out to their customers through different touchpoints. Today’s episode was recorded just short of a year ago, and we discussed when Google first announced third-party cookies deprecation and the effects they can have on ad spending. Although Browser IDs will not be a tangible solution based on Google’s latest announcement (in 2021), the conversation with Nish really brought up some historical explanation on Cookie targeting and additional resource to consider (in 2021)

Nish and I recorded an updated episode that will be published next with newer information based on the 1Q 2021.


00:00:28 – Who is Nish Desai

00:03:06 – The challenges to face with Google’s announcement

00:07:51 – Browser-based ID solutions

00:10:33 – How realistic is the browser-based ID solution

00:15:06 – The effect of this change on Nish’s team’s strategy

00:19:08 – Changes with traders

00:21:10 – An experience wherein he saw DEI being done wrong

00:23:00 – Fun facts about Nish Desai

00:25:41 – The latest book he read

00:26:37 – Advice for new people in the industry

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