Mobile Marketing Magazine: The Future of Identity

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Digital advertising — particularly in mobile — has reached a crossroads. Over the last few years, cracks have started to form in the foundation of our industry’s business model, with data privacy regulations becoming increasingly tighter, third-party cookies less effective, and omnichannel strategies more imperative.

But, what brought us to this point? And where do we go from here? In order to properly answer these questions, we have to look back before turning ahead…

Historical Challenges of third-party cookies

Historically, much of digital advertising has been built on cookies. Since the birth of programmatic, we’ve used them to identify what a user has been browsing and which ads might resonate with them. Cookies are far from a perfect tool, but they allowed buyers to reach key audiences and, to a degree, measure the effectiveness of digital ad campaigns; or so we thought. In reality, third-party cookies often paint warped and inconsistent pictures.

As a quick example, cookies might tell us that because a user has purchased yarn and watched a dog video, they must be interested in ads for hand-knit dog sweaters. The ads are fun, sure, but they feel aggressive to consumers — they’re out of place and fundamentally incorrect.

Consequently, more and more browsers are cracking down on cookies, and data regulations have become increasingly stringent.

Beyond consumer’s concerns, third-party cookie data is also brittle, fast-expiring, and often fruitless outside of desktop environments. In sum, cookies are an ineffective tool in an omnichannel, consumer-focused world. As a result, digital marketing is now going through a phase of much-needed disruption, and this is where the opportunity lies.

Read More at Mobile Marketing Magazine

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