July 2024

Mohammad Anas Wahaj | 24 jul 2024

Online privacy, online advertising, user data analytics and online regulatory policies are issues that continue to be debated regarding internet and online users. Big technology companies, consumer organizations, government regulators and various industry lobbies continue to push their conflicting agendas to influence the internet and its future. Convergence of interests that keep the internet free from manipulation by any particular group or groups is a challenging task. The paramount concern of all parties should ba a focus on keeping the internet safe, free, open and friendly, while at the same time bringing economic benefits to all. The socio-economic balance on the internet with consideration of the needs of all concerned groups should remain paramount while deciding the future. Recent backing out by Google from deprecating cookies from Chrome again brought the influence of big tech, user data privacy and online advertising issues on the forefront. Patrick Roman Gut, senior vice president and head of new business at Adstra, explains these issues and suggests options for the post-cookie internet. He says, '...there will eventually come a day when the Chrome browser no longer supports third-party cookies. Other major browsers like Safari and Firefox already default to cookies off, so no matter when Google finally makes the change, it's clear that the world has entered a post-cookie era. Another way to think about this is as a multi-identifier era, where brands must use multiple tools and tactics to find and understand their customers across online environments.' As advertising landscape continues to be more omnichannel and entrenched in multi-ID world, brands must be prepared to effectively handle the paradigm shift. Mr. Gut says - Advertising still largely relies on cookies, but the open market is a multi-ID space; Effective targeting requires a combination of methodologies (deterministic, probabilistic or contextual); Crosswalk solutions provide effective data management in a multi-ID landscape (Crosswalk solution involves mapping anonymous digital identifiers to personally identifiable information to unify online and offline data for a comprehensive view of customer behaviors); AI enables additional insights and predictions for extended reach and future success. Read on...

DIGIDAY: How advertisers are moving from cookies to a multi-ID landscape
Author: Patrick Roman Gut

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