PerformanceIn: Understanding People-Based Identifiers and How To Target In A Post-Cookie World

Welcome signage and decorations at the Index Exchange stand at DMEXCO

Over the last few decades, we’ve witnessed a plethora of rapid change and advancement in the digital advertising world. Specifically, during the last few months, there has been a shift of focus in both technology and consumer behaviours.

Currently, third-party cookies generate their own identifiers for each user across each device, leading to massive and disjointed data sets. This makes it difficult to deliver the end-users with relevant, personalised digital advertising experiences. Because of this unfriendly user experience, brands have been searching for a flexible, consumer-first solution that they’re able to scale on the open web. On a parallel path, publishers want to help marketers achieve their individual goals, make the user experience more enjoyable, and boost CPMs.

With people-based marketing, the digital advertising industry has the opportunity to serve relevant ads to the right users. By using these common identifiers, marketers can more effectively measure and personalise their campaigns, using compliant customer relationship management files instead of third-party cookies. In a similar vein, publishers can utilise their own first-party data (e.g. subscribers’ preferences) to enhance advertisers’ campaigns, boosting engagement and revenue flow for all involved.

Putting the consumer back into the heart of digital advertising

Data can fuel great advertising experiences but if used incorrectly, can cause negative repercussions – i.e Cambridge Analytica scandal. Consequently, users have started to navigate the web with an even greater sense of mistrust.

In today’s ecosystem, opaque algorithms are making assumptions and decisions about the consumer based on data, that no one can see and that no one has any visibility into. Because of these practices, regulators have leaned into major legislation changes such as the General Data Protection Regulation (GDPR). The digital advertising industry must ensure that the user understands the motivations behind capturing their data, and users must be confident that their data is being used and stored in a compliant way.

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