Every conversation about addressability eventually lands on the same word: fragmentation. But the real symptom of that fragmentation isn’t just operational complexity; it’s also declining match rates. That single number explains why marketers are struggling to make their data work.
ID5 bought TrueData mainly to tackle what ID5 CEO Mathieu Roche calls the “massive fragmentation” of digital identity, which is a problem on the user side and the provider side.
When Google reversed its decision to deprecate third-party cookies, the first word in ID5 CEO Mathieu Roche’s mind was an expletive. But it doesn’t really matter what happens with cookies on Chrome anymore. “Most of the industry has moved past the notion that cookies were good enough to target and measure advertising on the web,” Roche says.
There’s a reason ad tech is no longer in a position to self regulate. Somewhere along the way, companies forgot to respect their consumers and so regulators stepped in.
If an alternative identifier is present in the bidstream, and no one transacts on it, does it make a sound? The availability of alt IDs in open auctions has steadily increased, but demand has yet to catch up with supply.
It’s been more than two months since Google said it would forego third-party cookie deprecation in favor of a user choice mechanism. But it hasn’t shared any details yet.
If Chrome imitates Apple, there may be a de facto deprecation of the third-party cookies, since potentially only a slim percentage of users would consent to tracking. In that case, advertisers would still have to primarily rely on cookie alternatives, including the Privacy Sandbox.
The Chrome Privacy Sandbox team is stuck within a Catch-22. Plus, why haven’t media buyers bought more into alternative currencies?
In today’s newsletter: Google’s cookie deprecation delay hurts Chrome Privacy Sandbox supporters; mall chains go for broke with their DTC efforts; Warner Bros. Discovery launches a first-party data product.
Bonbon gives users rewards – such as discounts or chances to win merchandise – for setting up email registrations with publishers. Now The Trade Desk’s OpenPass will include that same rewards functionality.
