A third of online ads are already served in ID-less environments: Dan Richardson, Yahoo

Despite Google delaying the deprecation of third-party cookies until 2024, players across the ad tech ecosystem have taken steps to prepare for the ‘cookiepocalypse’, creating an exciting shift in privacy.

Sharing his insights on this shift in Privacy and Identity, Dan Richardson, Head of Data for APAC at Yahoo, mentions that the businesses will have to take a complementary approach that can help in balancing addressable and non-addressable environment.

According to him, “A third of online ads are already served in ID-less environments, which is expected to grow to 75% in 2024 - making Google’s deferment of the cookie deprecation a moot point. The battleground will expand from identity-based advertising to include identity-less advertising that taps into advanced contextual solutions and real-time signals to infer audience characteristics. Businesses will have to take a complementary approach that moves away from third-party data, striking a balance between addressable and non-addressable environments.”

He added, “The focus will move beyond cookies and targeting to the thing that truly matters - fusing people and performance. Identity solutions that can prove ROI and provide tools such as path to conversion reporting will see advertiser uptake amidst pressures of the uncertain economic environment. With additional layers to the identity challenge, addressing it will take an omnichannel approach that can resolve fragmented customer views across online channels and offline environments.”

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