Last week, LiveRamp hosted RampUp 2013. Hundreds of marketers and ad tech leaders came together to discuss the convergence of offline and online data. Throughout this month, we will be posting videos of RampUp sessions.
Today, watch LiveRamp’s Auren Hoffman host Tod Sacerdoti of BrightRoll, Omar Tawakol of BlueKai, and Joe Zawadzki of MediaMath in a lively discussion about the future of the cookie:
A few key points from the panel:
- The fundamental problems in third-party cookies have been brought to light by browsers such as Firefox and Safari, but Zawadzki gave the industry “18 months” before it really needs to come up with an alternative.
- The future alternative of cookies may be device IDs. In response to Sacerdoti’s worry about the complexity of device IDs, Tawakol responded that marketers and publishers don’t have to “worry about the hierarchy of addresses.” The onus is on ad tech to simplify device IDs to a high standard cookie replacement.
- Tawakol called the industry to action on building a working alternative, focusing on four standards:
- a functioning opt-out
- transparency about cookie content
- no PII
Look forward to Monday’s video on How Big Data is Changing Advertising.