Observed Signal · Dec 13, 2023 · Other · Source: CMSWire · Impact: 2/5 · Sentiment: Neutral
Getting Creative with First-Party Data for Cross-Channel Identification
The article discusses the challenges advertisers face with third-party cookie deprecation and emphasizes the need to pivot to first-party data for cross-channel identification. It highlights insights from Advertising Week 2023, noting that no single solution has emerged. The author suggests prioritizing first-party data collection, improving interoperability among tech stacks, testing new methods and KPIs like customer lifetime value, and counteracting poor performance on long-tail paid media with owned media tactics. It references a study by Truthset and CIMM that found varying accuracy in identity linkages across vendors, and notes Safari has already deprecated cookies on 30% of internet traffic. The piece calls for creativity and holistic strategies to navigate the cookieless future.
Provides strategic guidance for navigating cookieless identity challenges, relevant to advertisers and publishers but not breaking news.
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Key Takeaways & Evidence Grounding
- Safari has already deprecated cookies on 30% of internet traffic.
- Truthset and the Coalition for Innovative Media Measurement tested the accuracy of identity linkages based on 3.9 billion data records.
- The article recommends prioritizing first-party data, improving interoperability, and using customer lifetime value (CLV) as a KPI.
- Advertising Week 2023 highlighted the lack of a single solution to the third-party cookie conundrum.
- Mobile identifiers are being phased out.
Connected Companies & Entities
3 Entities mapped“recent data by Truthset and the Coalition for Innovative Media Measurement...”
“Safari has already deprecated cookies on 30% of internet traffic...”
“Tara DeZao, Director of Product Marketing, AdTech and MarTech at Pega...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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