Experian faces competition from other companies that have supplemented their ad-targeting capabilities with cross-device recognition technology. Last year, Exelate announced a partnership with AdTruth’s competitor, Drawbridge, and ad agency VivaKi integrated Adelphic Mobile’s device ID technology into its custom audience segmentations for retargeting campaigns.
Companies that offer ad-retargeting services must also contend with increasing scrutiny from privacy advocates. California enacted a law that went into action this month that requires websites that collect personal information about users to disclose how they respond to a Web browser’s Do Not Track (DNT) signal and if third parties can also collect that information.
In a hearing about the operations of data brokers, Sen. Jay Rockefeller (D-WV) also singled out Experian Marketing Services, Acxiom and Epsilon for reportedly not providing satisfactory explanations of its business practices. AdTruth has been involved in the consumer privacy issue, engaging with the Federal Trade Commission (FTC), TRUSTe and the Digital Advertising Alliance (DAA).
In a panel discussion about cross-device recognition trends at the AdExchanger Industry Preview, tech providers agreed that privacy is an important factor in the marketing industry’s development.
“Marketers believe that harmonizing messages and offers across devices has an impact in terms of customer experience, but you have to do this in a way that’s privacy-sensitive,” Kohl said. “There are also explicit risks in getting it wrong. … Nobody wants to touch privacy because it’s super scary.”