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.
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.
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