identity

For too long, marketers have been stuck in a false dilemma: Do you want reach, or do you want relevance? Mass exposure, or accurate targeting?

The modern marketing landscape is being rewritten in near real time. While economic uncertainty may tempt brands to retreat into the comfort of walled gardens, the truth is more nuanced, especially regarding data and identity solutions.

Using lockrKeys, publishers can turn vendors on and off without a direct integration or the need to sign separate agreements with each of their data partners.

The concept of ID bridging has long been the foundation of programmatic advertising, writes LiveIntent CEO Matt Keiser. What is cookie matching but an early iteration of ID bridging? 

Publicis Groupe-owned Epsilon has been in the CRM business for 30 years, but the agency only launched a self-service digital CDP for enterprise clients late last month.

Can the digital ad industry’s signal-loss pain be Experian’s gain? Experian has two new identity-focused products that simplify its marketing offerings and aim to give digital marketers a more complete user ID graph.

Goodway Group has chosen Jay Friedman as CEO. Friedman assumes the chief executive position after more than 16 years at the company, most recently as president. Former CEO David Wolk moves into the role of executive chairman.

Change is coming to online identity, writes Anthony Katsur, CEO of the IAB Tech Lab. Resist the urge to plan based on hope or cynicism. Instead, focus on a defensible approach, whether you’re creating audiences as a publisher or connecting audiences between an advertiser and a publisher.

The direct-to-consumer cookware company Made In noticed its social media dashboards went a bit screwy after Apple tightened its privacy controls this year. Luckily, Made In uses all of its own dashboards – which didn’t go haywire – and tracks identity changes closely, CEO Chip Malt shares as special guest on this week’s The Big […]

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by JoAnne Monfradi Dunn, CEO, Alliant.  With so many privacy-first identity solutions, brands have two options: act now or procrastinate. Is it time to pick a lane, or is the ad […]