While MediaMath is building most of ConnectedID in-house, it purchased Tactads to expedite development. Buchalter added he expects ConnectedID (with Tactads fully integrated) to be available in beta by Q3 2014.
MediaMath intends to fully combine Tactads with ConnectedID and, by extension, its marketing stack, TerminalOne. This means Tactads will no longer operate as an independent entity.
Just as a refresher, TerminalOne is built from a bunch of different components. It has tools designed to source and target media across channels; it has a data-management platform (DMP) for first-, second- and third-party data onboarding, segmentation and analysis; it has an ad server; it has learning algorithms to more intelligently serve messages over time; and it has an API layer to enable customization.
ConnectedID is the cross-channel/cross-device targeting capability MediaMath is building within its TerminalOne solution. “That solution will enable targeting, attribution and analytics across cookie and cookieless environments (including mobile Web and mobile app media), across browsers and across devices including desktops, laptops, tablets, smartphones, and other devices,” Buchalter said.
MediaMath isn’t the only tech company gearing up for a cookieless environment. Adobe, for instance, told AdExchanger it’s looking to build probabilistic matching into its Marketing Cloud by enhancing its DMP AudienceManager. But even as cookies fall out of favor, especially in mobile environments, Buchalter doesn’t see them necessarily being replaced.
“We expect that large media companies, publishers, exchanges and others will develop valuable new signals that will be actionable within their own media environments,” he said.
This mirrors Acxiom CEO Scott Howe’s anticipation that the hundreds of thousands of cookies existing today will consolidate into “mega-cookies” developed by the media outlets and exchanges.
This is where Buchalter anticipates MediaMath’s ConnectedID will prove valuable. “The demand side will require technology that can bridge these signals – often from competing companies – to unify marketing efforts and enable holistic measurement across the entire digital media landscape,” he said.