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From cohorts to probabilistic IDs, the exploding landscape around identity tech solutions shows no signs of slowing down, despite further extensions to Chrome’s deprecation of cookies. Ad buyers who might be digging in their heels are looking to their partners for guidance. Paul Bannister, chief strategy officer at Café Media, joined Adweek’s general manager of events Matt Steinmetz at Publishing Week for a discussion about the lay of the identifier landscape, the solutions gaining pace with marketers and the pitfalls to watch out for.
Paving the way for a new form of identity
For the past few decades, the digital ad industry has relied on third-party cookies to target users and measure the performance of campaigns.