Webinar: User Identity Part One

This session will cover what cookies are used for in digital marketing and the difference between 1st party and 3rd party cookies. It will look at the impact that regulation such as the GDPR has had on the use of cookies and why browsers are making changes to the way in which cookies can be used. It will then go onto examine what the impact of these changes are to the industry and what some of the solutions could be in the future.

In the ever-changing privacy landscape, capturing user consent as well as honouring privacy rights is an ongoing challenge. As organisations prepare for the removal of third-party cookies, the rights of users in an identified or unidentified state will ultimately impact how organisations address fulfilling privacy rights. Hear from Alex Cash, OneTrust Lead Privacy Engineer, discuss the regulatory landscape, provide insight into the role identity plays in privacy rights and fulfilment, and highlight the path organisations are taking to meet compliance requirements.

In this very educative & exclusive session, James Prudhomme - Index Exchange’s EVP, International — will walk us through the importance of people-based marketing and how it will empower publishers, buyers & independent tech partners even further.

Universal user IDs were first developed to reduce reliance on cookie matching. The upcoming deprecation of third-party cookies has changed the raison d'être of universal IDs as some identifiers are evolving to become solutions for the cookie-less future. In this presentation, Mathieu Roche will give an overview of:
- the different universal user ID solutions available
- how they work and the advantages they bring
- how they can enable user identification in a post-cookie world

For over a decade third-party data and cookie IDs have been the currency for digital advertising and has created an industry worth billions. Advertisers, publishers, and everyone in the middle have invested heavily in this currency while knowing that it is sub-optimal and potentially illegal. Today, this currency is in an uncontrollable decline and everyone is being forced to explore change.

In this session, Amit Kotecha (Marketing Director at Permutive) will examine the bounded rationality that has led to this sacrificing in advertising and discuss how some fresh thinking can make the future of digital advertising positive for the industry and consumers.

A post-cookie world was always going to emerge as the wider population understood the extent to which their data was being harnessed by 3rd parties without consent. Contextual targeting of branded content when harnessed with innovative technology, offers the industry a cookie free solution while driving higher engagement than traditional audience or behavioural identity led targeting. As regulation continues to tighten and browsers restrict 3rd party cookies, context will see a rapid resurgence across digital advertising.

Andy Chandler is General Manager, UK & Ireland at Adjust, helping brands navigate their digital transformation and grow their mobile offering. Chandler brings over 18 years' experience in the ad tech industry, having previously worked at Amazon, Microsoft and Telegraph Media Group.