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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

Note: This report includes references to "IdentityLink", which has since been renamed "RampID".

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