As cookies crumble, new approaches to user tracker and ad targeting have gained esteem among publishers, developers, marketers and media players. Among the most popular have been so-called ‘universal’ ID solutions, single identifiers tied to specific users within the digital ecosystem. However, as consumer data regulations and enforcement grow more stringent and big tech companies like Apple and Google introduce new policies designed to inhibit advertisers’ and developers’ abilities to track individual users across apps and websites, ID-based approaches to the cookieless future are gaining increasing scrutiny. Can contextual targeting promise the same effectiveness? Are first- and zero-party data models the only feasible way forward? In this session we ask experts if identity is dead — and what the future of targeting might look like.
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