Consumers, Consent, And Cookies: The Convergence Of Identity And Advertising In The Age Of Data Deprecation

As data deprecation threatens the survival of third-party cookies, the advertising industry finds itself grappling with serious questions about what comes next. Cookies have historically served as the foundation for much of the digital advertising industry’s infrastructure for targeting, optimization, measurement, and more. The existential threat of cookie loss has led the ad industry to pivot its collective attention and hopes to “identity” as the great enabler of the next generation of targeted advertising.

But defining identity and related topics like identity resolution — and how it can and should be applied to advertising — has thus far left a cloud of confusion and misunderstanding, leaving marketers scratching their heads as to what their identity strategy should be and how it can contribute to the continuity and success of their advertising efforts.

This webinar examines the many facets of “identity,” assesses the relative strengths and weaknesses of various identity resolution approaches, and provides marketers with advice on how they should think about incorporating identity into their own advertising initiatives.

Key takeaways:

• Understand the impact of data deprecation, particularly the loss of third-party cookies, on advertising.
• Assess the range of new identity techniques available to advertisers.
• Incorporate new identity approaches into advertising strategy, where applicable.

Target audience level: intermediate