Are you leveraging the right ID?
According to survey data, ad buyers for brands and agencies are more concerned about the effects of the end of third-party cookies than publishers are. When asked if they were worried about their ability to target ads, 76% of advertisers agreed with this statement compared with 54% of publishers.
This Deep Dive special, in partnership with Exchange Wire, is written by Zara Erismann (pictured below), MD publisher Europe, LiveRamp, and covers:
– People-based marketing as a post-cookie targeting approach
– Debunking the authentication myth
– Authentication in action – a case study with Fitbit
– User authentication strategies
– The future of identity