universal ID

Like their cookie cousins, IP addresses face an uncertain future. Yet the industry seems stumped for an alternative to its chosen CTV default.

If CNAME access and third-party cookies go away, identity companies – and most of their clients and partners – are going to get hurt, and badly, writes Kevin Mullen, chief product officer at Roq.ad.

Ad tech must quit its addiction to user IDs and instead start focusing on how we can innovate in other areas: audience targeting, managing frequency and improving measurement (especially conversion attribution). Meanwhile, contextual and geo-based targeting are a great way to reach an audience and get better than expected ROI on campaigns, writes Ian Trider, VP of RTB platform operations at Basis Technologies.

Google gave its clearest guidance yet regarding how the company will treat shared advertising identifiers once third-party cookies are removed from Chrome. And it’s not good news for ad tech companies that have championed universal ID programs. In March, Google’s director of product management for ads privacy and trust, David Temkin, confirmed in a company […]

“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Alessandro De Zanche, an audience and data strategy consultant. The most serious threat to publishers’ business models is coming from within. I’m talking about email-based universal IDs. In the last couple of years, media […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Fun While It Lasted A few years ago, programmatic companies started sharing online ad identifiers as a way to improve reach and targeting. But with Chrome phasing out third-party cookies in two years, the days of shared IDs and cookie-based consortia are on the […]