The digital advertising market is expected to support about five to 10 identifiers as replacements for third-party cookies.
Media professionals are not in sync with consumers' understanding of data privacy policies and concerns over how policies will impact work, and how companies navigate these changes.
Dstillery last week launched ID-free AI for cookieless ad targeting. The company will soon introduce a new version for health care.
The Advertiser Perceptions survey, released by the IAB this morning, shows ad execs are most optimistic about CTV due to the deprecation of cookies and mobile IDs.
Brands are already paying more to reach Apple customers after the iPhone maker introduced more privacy protections.
Business and marketing leaders are at a tipping point in terms of customer experience and engagement, says Deloitte's Barbara Venneman.
Global organizations across the industry are continuing the journey to future-proof technology and data stacks against coming privacy changes and build out a "cookieless measurement stack."
The ad industry had mixed reactions Wednesday to news that Google will not build alternate identifiers or use consumers in its products following the phaseout of third-party cookies. In a statement,
Network Advertising Initiative President/CEO Leigh Freund said privacy is a shared commitment, but should not be used as a barrier allowing platforms or tech companies to hold all data about online
activities. Advertising Research Foundation CEO/president Scott McDonald doesn't think the move will harm advertisers.