Safeguarding Your Digital Campaigns for a Cookieless World

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Identity underpins every aspect of the campaign lifecycle – from data onboarding and media buying to creative personalization, measurement, and attribution. For the first 15 years of the programmatic industry, the “IdentityScape” consisted of two IDs: the cookie and the mobile address identifier (MAID).

With the imminent removal of third-party cookies and mobile IDs (MAIDS), the world of digital advertising will enter unchartered waters. Because there is no single piece of technology that can replace cookies and MAIDs, this new world will be much more complicated with media buying and measurement fragmented across multiple ID spaces. With that, a whole new set of challenges emerge for the digital marketer: how to provide an accurate view of reach, frequency and attribution across multiple identity spaces; how to assemble a single, consolidated view of the customer journey across multiple, disparate datasets; and how to personalize creative in the absence of cookies.

In this webinar, attendees will learn:

The latest developments in the adtech “IdentityScape" and the emerging complications
The measurement and attribution challenges that arise when media buying is fragmented across multiple ID spaces
How to assess “identity risk” across your digital marketing initiatives
How to respect the privacy rights of consumers while meeting your requirements for targeting and measurement
Steps marketers should take today to safeguard their campaigns