Title search:

March 5, 2021

Marketers Still Expect Person-Based IDs to Replace Cookies

Marketers Still Expect Person-Based IDs to Replace Cookies: Lotame Survey

Lotame

Yesterday’s announcement that Google wouldn’t support individual-level alternatives to cookie-based identifiers shouldn’t have been a surprise. But this Lotame survey shows that 60% of U.S. senior decision makers still expect to target ads using multiple, interoperable ID solutions and 22% think just one will be enough. Only 44% think that publishers’ first-party data is a good replacement for third-party cookies and fewer than 35% of marketers think contextual advertising will do the trick.

Read More

Xandr Ad Targeting Will Support Multiple Person IDs

Xandr

AT&T-owned ad platform Xandr is also clinging to the personal ID lifeboat. It just announced “agnostic interoperability” across individual-level ad targeting solutions including Unified ID 2.0, which The Trade Desk just handed to the Prebid standards group; LiveRamp’s Authenticated Identity Infrastructure; and Europe’s netID unified log-in project. But Xandr is also hedging its bets with support for alternatives such as modeled and contextual ad buys.

Read More

Firefox Strengthens Anti-Tracking Protections and Brave Adds Privacy-First Search Engine

Mozilla

Advertisers can hope, but the odds against person-based targeting keep falling.  Firefox just extended its already-strong anti-tracking features by adding “cookie jars” that prevent websites from sharing cookies with each other. And privacy-centric browser firm Brave just bought independent search engine Tailcat, which promises not to track users.

Read More

 

Share: https://www.cdpinstitute.org/newsletter/Blog1443/03-05-21-Marketers-Still-Expect-Person-Based-IDs-to-Replace-Cookies

The CDP Institute educates marketers about the issues, methods, and technology used to manage customer data, with a special focus on Customer Data Platforms. Join the CDP Institute for free access to valuable information and insights.

Signup

Join Now

© 2021 CDP Institute. Privacy Policy | Terms of Use