Digital advertising is going through an ‘identity crisis’. Identity has become both an ingredient, a product, and a source of truth for marketers. However, rising concerns about consumer privacy have restricted data sharing. With solutions such as 3P cookie depreciation, consent management macros, and even forced opt-in for mobile tracking looming on the horizon, advertisers are struggling to find alternatives to accurately map their messages reach, frequency, resonance, and ROI. There’s no doubt that identity is the new oil of digital advertising - but how to find it, and keep it, is tricky. Join Innovid’s Chief Technology Officer, Tal Chalozin, as we break down the foundations for redefining identity for the new television landscape.
In this session we discuss:
• Why identification is needed, how it is mapped, and use cases.
• What you need to know about cookies (lack-of), IDFA, and iOS14.
• How these changes will impact digital advertising today and tomorrow.