Identity

Navigating the New Era of Cookieless Identity and Addressability

May 25, 2021  |   LiveRamp

For many years, digital advertising has relied on the third-party cookie to power the value exchange of the internet—free or reduced-cost content in exchange for advertisements. Unfortunately, the third-party cookie lacks transparency, and the value exchange was not well explained to the consumer. 

Now, privacy regulation and big tech’s self-policing are causing the death of third-party cookies, changes to Apple’s App Tracking Transparency (ATT), and soon the loss of IP addresses and other device-based identifiers. 

These are all clear signals that it’s time for the industry to move on to a new identity framework. These changes will fundamentally alter the foundation upon which marketers and publishers build their data strategies, and they stand to affect their ability to segment and activate audiences. They will also impact advertisers’ and publishers’ capabilities to suppress and retarget, execute a cohesive cross-device strategy, and measure campaign performance.

This was the topic of our recent webinar hosted by Digiday, “Navigating the New Era of Cookieless Identity and Addressability,” and featured a fireside chat between Travis Clinger, SVP of Addressability and Ecosystem at LiveRamp, and Manuel Cimarosti, Director of Media: Data Strategy and Measurement Analytics at Danone.

During the chat, Manuel shared why Danone used LiveRamp ATS and RampID, and the results they saw on a recent Silk campaign.

Later in the discussion, Manuel explained the importance of adoption and scale when choosing an identity solution.

 

To hear the rest of the fireside chat, watch the replay now.

We’ve put together a dedicated webpage to help brands and publishers put cookies and other device identifiers in the rearview mirror. If you have questions or are curious about LiveRamp’s Authenticated Traffic Solution (ATS) reach out to ats@liveramp.com