IX Perspectives Press

Which-50: How Can Adtech And Martech Work Together To Transform Identity For The Open Web?

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For adtech and martech to work together, the core focus needs to be the consumer, says Adele Wieser, Regional Managing Director, APAC at Index Exchange.

During a LiveRamp panel discussion entitled Online Identity in a Cookieless World, Wieser posed the question, “How do we make a very consumer-centric approach to a solution that we can deliver? Through that, we will build trust. And through trust, we will gain scale.”

She said one of the largest difficulties is not falling away to easy solutions — which is what the cookie effectively ended up being, from a targeted point of view.

“Obviously there is another greater piece of work — we need to collaborate, which as an industry we haven’t done at scale. There are definitely players that work together very well, but in the broader space we haven’t done that.”

Read More at Which-50

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