Semcasting Offers Cookie-Free Cross-Channel Ad Measurement

The loss of third-party cookies has generated more news than the loss of Amelia Earhart. The latest comes from Semcasting, which is using its 350 million+ member device graph to let advertisers build audiences and measure individual-level results across channels without exposing personal behaviors. The trick is to first match a client’s own list against Semcasting’s data set and then assign a unique ID to each individual on each platform. This means IDs cannot be aggregated across channels or campaigns to build a profile of any individual. Semcasting reattaches the original ID to individuals after the campaign to create a unified view.