The Evolution and Outlook for Identity in a Privacy First Post-Cookie World

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The adoption and application of identity in marketing and advertising has rapidly expanded in recent years, but will it continue as the industry faces regulatory interventions and evolving browser policies?

According to new Winterberry Group research, there are significant changes ahead for the identity ecosystem, especially in a privacy first post-cookie world. Winterberry Group Senior Managing Partner Bruce Biegel, will share the ins-and-outs of the rapidly evolving market segment of identity, including its current state and future outlook in marketing and advertising.

Winterberry Group’s recent research is based on more than 80 hours of interviews conducted with more than 100 senior industry experts in the identity ecosystem in the U.S. and Europe. As the market evolves, identity is and will continue to be increasingly critical in marketers’ efforts to obtain a more complete understanding of and forge connections with consumers, Biegel will outline the six forces driving change, the different marketing and advertising ecosystems that leverage identity, five identity approaches likely to see post 3rd party cookie adoption, as well as other key takeaways for the market.