Navigating User ID changes
As the digital advertising industry prepares for a post-cookie world once third-party cookies are phased out in Chrome in 2022, at IAB UK, we have been working with our members on various workstreams to navigate the future of user identity. With many of our members developing their own solutions and work underway by IAB Tech Lab and Google, join this session to get a better understanding of the progress being made, hear guidance and advice on how to prepare for the changes, and put your own questions to a panel of experts.
The industry needs a better alternative to cookies: one that works across all digital channels; one that better explains its value to consumers; as well as providing the consumer with greater control. Enter Unified ID 2.0. If the cookie was the ad internet’s first universal identifier, then Unified ID 2.0 is a new and improved version.
With third-party cookies on the chopping block, what essential brand marketing tools are you not willing to give up? Targeting, optimization, measurement? Marketers are bombarded with alternatives to solve for a cookieless future, but as an agency, the brands you support are looking to you for strategy. Chris Hogg, Lotame’s Managing Director EMEA, will break down available identity solution offerings — including Lotame Panorama ID — into easy-to-understand terms, and highlight the opportunities so you can vet the right partner(s), and get the right answers for your clients.
As we approach the demise of third party cookies, contextual targeting needs to make an intelligent comeback. Targeting through keywords no longer suits the needs of digital marketers and brands, and has been proven to cause revenue loss for publishers and limit scale. In this session, Mantis will discuss the benefits of switching to an AI-led solution for content classification and targeting a cookie-less audience.
Fledge and FLoC usher in new methods to engage with consumers. In this session we’ll look at how to deliver ad personalisation at scale whilst adhering to the principles of Chrome’s Privacy Sandbox. Retargeting, re-engagement and branding are very much alive across the open web.