Tying multiple online, offline, and device IDs to a single person was always complex and costly, even when third-party cookies and mobile identifiers were commonly accepted tools. As legacy identifiers continue to erode, the costs to target and track users’ digital activity have only risen.
As the cost of identity solutions escalates, so does the share of US programmatic digital display ad spending that goes to programmatic direct channels and private marketplaces. This indicates, as advertisers prepare for the cookieless future, they are increasingly forging direct partnerships with publishers that have first-party consumer data and honing their own first-party data strategies while partnering with ad tech vendors and publishers that can activate off of that data.
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