Identity Resolution Linkedin version

Identity Resolution: The Data Practices That Can Help You Thrive in A Postcookie World 

Advertisers, publishers, and marketers are struggling to build a coherent complete view of their customers across a fragmented marketing landscape, with big-tech walled gardens, increasing privacy regulations, and the impending death of third-party cookies all promising a massive disruption of the status quo. This new world is fast approaching. The question is how do you establish deeper connections with your customers and solve for identity resolution? (Redacted) is here to help. 

🕒 Time is of the Essence: Act Now! 

1% of Google third-party cookies have already been phased out. By the end of 2024, Google will have phased them out completely. According to a recent survey from Corvidae, an attribution company, 97 percent of marketers are worried that the loss of third-party cookies will affect their ability to gauge marketing effectiveness—80 percent say they’re still relying on third-party cookies, while only 49 percent are actively seeking alternatives. It’s normal to feel anxiety about the changing marketing landscape. But there’s still time to prepare before it’s too late. 

💡 Unlock Opportunities in a Post-cookie World 

There are immense opportunities for advertisers and marketers by embracing new data practices. Improving customer relationships, ensuring privacy compliance, taking control of data, and enhancing user experience are key benefits. Avoiding trust erosion and hefty fines, as seen with Meta and Clearview AI, is imperative. 

🔑 Invest in Identity Resolution Data Practices 

The key lies in adopting improved data practices for identity resolution. Here are five essential practices to explore immediately: 

First-Party Data Utilization 

Brands must leverage their consumer touchpoints to collect first-party data. We can help you unleash the full power of your first-party data with a 2.9x revenue lift and a 1.5x increase in cost savings. 

Contextual Targeting 

Revive contextual targeting, expected to reach $335 billion by 2026. Advertise based on interests without using behavioural targeting identifiers. Combine with high-quality first-party data for optimal results.

Universal IDS 

Unique identifiers for tracking users across websites and devices without third-party cookies. Marketers can better target ads, but privacy concerns loom. Use cautiously. 

Clean Rooms 

Secure environments where data can be compiled, anonymized, and shared without compromising customer privacy. Essential for working with new data partners, though setup and maintenance can be expensive. 

Topics API 

Google’s Privacy Sandbox's solution for interest-based advertising. While protecting privacy, its broad targeting may impact accuracy. Worth exploring but ranks fifth for a reason. 

🌐 Conclusion: Navigating Complexity Amidst Growth 

The end of third-party cookies adds complexity, but the ad market is booming. WARC predicts global ad spending will grow by 8.2% in 2024, exceeding $1 trillion. At (Redacted), we stand ready to guide you through this journey, leveraging our analytics background and programmatic expertise. Reach out for a free consultation and let us help you thrive in the post-cookie landscape. 

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