Identity is changing. But as of last July, more than half of advertisers said third-party cookies still made up a majority of the data used by their companies. Changing browser policies and data privacy legislation mean a strong identity strategy is critical for advertisers who want to continue targeting audiences and measuring campaign performance.
What are identity solutions?
Two classes of identity solutions are competing to replace third-party cookies and mobile ad IDs. First-party user IDs (1P IDs) aim to preserve 1:1 marketing without changing the general principles of how brands reach and measure audiences digitally. Aggregate solutions offer a higher-privacy threshold but forgo 1:1 marketing in favor of targeting and measuring cohorts, which limits the ability to understand audience insights and opportunities.
How to choose an identity partner?
We believe advertisers should choose the identity solution that works best for their market, vertical, goals and business. MediaMath works with the leading identity providers.
To help you in your decision-making, we’ve tapped our top identity partners to provide a summary of their offerings that we’ll be publishing over the next few weeks. In the meantime, get up to speed on how to choose an identity partner by checking out our Identity Playbook.
Watch this space.