Long before Chrome announced the sunset of third-party tracking cookies, even before Apple introduced Intelligent Tracking Protection, and even before the first draft of GDPR had been written, it was clear that the third-party cookie’s days were numbered.
Now publishers and advertisers alike are looking for a more reliable, privacy-friendly solution. One of the most promising options is identity or people-based marketing—a concept with a mature technological backbone in wide use today.
This playbook, created in partnership with Lotame, aims to illuminate the digital media space by diving into identity as a concept and explaining the wealth of advantages an identity-based individual ID offers brands and publishers. Fill out the form below to download your copy now!
Also check out the articles in The Identity Connection series. Article 1 on activating identity here; article 2 on buy-side post-cookie strategies here; and article 3 on creating a portfolio identity strategy is here.