Home The Big Story The Big Story: Identity Preppers

The Big Story: Identity Preppers

The Big Story podcast

What your colleagues and competitors think of digital advertising’s cookieless future was revealed in AdExchanger’s latest research report on identity.

On this week’s episode, we delve into the juiciest bits and key insights from the report, which is available in full to our paid members.

For example: Even as the industry pins its hopes on email-based identifiers, respondents say they are split on whether solutions anchored to email addresses are more privacy-safe than third-party cookies. They are also mostly unsure about the Privacy Sandbox – reflecting its still-nascent status.

Though AdExchanger fielded the report before Google decided to push back the deadline to remove cookies by a year and a half, the results validate its decision to give the industry more time. While our readers were mostly bullish about solutions for prospecting without third-party cookies, they were downright pessimistic about replicating attribution, frequency capping and retargeting without third-party cookies.

In the second half of this week’s episode, we consider the latest belle of the ad tech ball: Flashtalking, which Mediaocean acquired for half a billion dollars this week. We talk about where this deal leaves the independent ad server market and whether it could presage a Mediaocean IPO.

Must Read

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.

Marketecture Buys AdTechGod (No, Really)

Marketecture has acquired AdTechGod – an anonymous ad tech Twitter poster turned one-man content studio – and the AdTech Forum, an information resource hosted by AdTechGod and Jeremy Bloom.

Why The False Advertising Lawsuit Against Poppi Is Bad News For RMNs

This week’s dispatch explores the new trend of false advertising class-action suits in the food and CPG industry and how the evolution of online, data-driven retail media could exacerbate the problem.