Questions that still need to be answered about Cookie Exchanges:

1.) How does Ads.Txt play in the Cookie Exchange? The concept of ads.txt seems outdated and exposes competitive intelligence, but there are some benefits to transparent inventory management.

2.) How can the publishers considering their own walled gardens and unified login systems (particularly in Germany) reconcile their strategies with a pseudonymized Cookie Exchange?

3.) What’s the best way for a Cookie Exchange to facilitate pre-click bidding for Server-to-Server cached ad delivery (aka faster page load times)?

4.) The only way for the ETF Market and Shapley Value Formula to cooperatively exist is for the ETF Market to pay fees that are distributed to participants. What fee structures would provide $1 billion in new investments distributed through Shapley over 2 years at current data rates and expected ETF trade rates? What other rate factors should be considered?

5.) Currently the Shapley Value Formula proposed in the example Cookie Exchange had 65% of the click payout going to the network that hosted the ad (Google, Facebook, etc.) and then 35% being paid out through the Shapley Value formula to all the organizations that participated in creating data that matched the ad targeting. If the Cookie Exchange also includes an advertising/publishing DSP and hosts ads, 100% of the click value could be split with the Shapley Value Formula and the last click would just be rewarded a larger share. It’s my opinion that this current proposed 35% audience sharing rate should be artificially large at the outset of the exchange to provide a runway for audience amalgamators and current market players to continue to monetize their current assets while pivoting into the new market. I believe there could be a benefit to graduated rates that slowly reduce the 35% audience rate until the market would stabilize, and capping audience/publisher/content fees to about 25% of 3rd party ad revenue seems consistent with the impact of that audience data. The breakdown of the SVF and the significance of a “cookie contribution” needs more debate! :)

6.) What types of insider trading rules need to be established? How can automated rules help to find bad actors in the current market?

7.) Automated javascript pixel deployment (and SDK) error-checks are infinitely easier with a consistent advertising market like the Cookie Exchange. What types of businesses need to be developed to provide regulatory and compliance support for accurately and trusted cookie deployments? A good analogy would be meter-readers and other industries that have processes to always ensure they are accurately recording data.

8.) How could the Cookie Exchange facilitate a new type of “knowledge-based advertising” that would reward news organizations?

9.) How could the Cookie Exchange help to reclassify certain types of data as more valuable than they currently are considered?

10.) Companies like SAP who already have pseudo-cookie deployments seem to be ahead of the curve for operational challenges. What other industry organizations need to be contacted for feedback on the Exchange to ensure that work isn’t being duplicated?

11.) Facebook has over 1,300 user properties used for advertising targeting. How will the Cookie Exchange define quality data, and what caps on the number of properties per cookie session will be established, and how will the user property targeting schema be standardized?

12.) How could the Shapley Value provide data for a new search engines?

13.) Purchase exclusion audiences are infinitely more valuable than an inclusion audience and could be dominated by Amazon. How can this audience be properly valued to ensure that more companies have an incentive to improve the quality of their post-purchase data?

14.) There’s nothing stopping users who share data from also being paid via the Shapley Value formula — this is particularly true for “Shopping Mode” where a user inputs what they want and then gets bombarded with aligned ads trying to get their businesses. All Cookie Exchanges will need to determine if user payouts or dividends are essential to global market participation and more consideration for user-desires should always be a goal.

15.) What growth decay formulas will be best suited to predict cookie expirations in the ETF market?