LiveIntent NonID integrates with MediaMath
With an integration that works across devices, LiveIntent’s new NonID platform will help brands cope with the approaching reality of losing access to 3rd party cookies. It uses a hashed email address to connect and make actionable the first party data of publishers and marketers.
Google’s plan to block use of third-party cookies in Chrome has alarmed advertisers and web publishers. Some are exploring workarounds via alternative tracking technologies such as CNAME. Researchers believe these could put user data, credit card information and authentication credentials at risk.
Digital publishers know privacy compliance is crucial to avoid fines instituted by GDPR for content management. But, according to a survey conducted by Digiday in December, many are working with vendors who are not compliant, despite IAB Europe’s Global Vendor List (GVL) of 600 vetted providers.
The U.S. Senate has passed a bill that could potentially ban TikTok in the U.S. if its Chinese owner, ByteDance, does not sell its holdings within a year. The bill now goes to the President Biden, who has said he will sign it. Court challenges are likely to follow.