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Publishers Struggle with Non-Cookie Identity Solutions: LiveRamp Study

Yesterday’s items on third party cookies prompted one reader to remind me that 70% of online advertising happens within the walled gardens of Facebook, Google, and Amazon, where cookies are irrelevant. But other publishers do rely on cookie-based targeting and advertisers are eager for alternatives to the triopoly. So it’s worth pondering this LiveRamp report that one-third of publishers have no cookie-free ID solution in place and 77% of publishers authenticate less than 50% of their visitor traffic. Most cookie replacements rely on user authentication such as logging into a Web site or providing an email address.

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LiveIntent and FullContact Partner for Cross-Channel Identity Resolution

August 17, 2020

Right on cue, here’s another report on vendors vying to replace those much-lamented third party cookies. Email ad platform LiveIntent is partnering with identify resolution vendor FullContact to createa a privacy-safe ID that tracks consumers across channels. LiveIntent is working hard at this: you may recall it has previously announced related alliances with Kochava and RubiconProject.

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Twilio Announces Unified Profiles Powered by Segment

March 28, 2024

Twilio has announced two innovations within Twilio Flex, its digital engagement platform. The first, Unified Profiles, will be powered by Segment and allow businesses to collect and activate real-time consented data. This is the first of three launches set for 2024 that will embed Segment in Twilio Communication products. The second innovation is Agent Copilot which will allow users to deploy AI across this data to boost productivity.

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