Navigating User ID changes

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.