Webinar: User Identity Part Two

Digital marketing originally promised a wealth of data signals to usher in a new golden era of mass personalisation at scale, but we are in a continued groundswell of issues related to user privacy, trust and control. This session will cover how and why as an industry we got to where we are today, how we avoid revisiting the same issues going forward, and how we build for the future with privacy-by-design front of mind.

As ad tech continues planning for the deprecation of third-party cookies, programmatic companies are looking for new solutions to privacy-first identity. One that is currently being overlooked; telco networks. This presentation covers the subject of dynamic IDs; a basic introduction, the difference and compatibility between dynamic and persistent ID, the inherent benefits of dynamic IDs including removal of data leakage, unauthorised use resulting in regulatory compliancy, and how ad tech and telcos can partner.

Tapad took a look at digital device activity resulting from the shift to a full time at home scenario in the U.K., as well as North America and APAC. With a consolidation of households now dealing with work and home schooling, we evaluated activity across digital devices. In this session, hear key research insights, as well as digital identity resolution best practices and recommendations for marketers.

As the industry plans for a cookieless future, people-based identity has become a priority. Not only does it protect revenue continuity, it also underscores the continued importance of trust and transparency in the advertising ecosystem. LiveRamp’s Zara Erismann and David Hayter, Head of Digital at The Stylist Group, will discuss how an authentication strategy can translate into new revenue opportunities for publishers. They will also explore the benefits of a trusted ecosystem for brands, technology platforms and publishers, and how publishers and brands are already collaborating to innovate on identity in the absence of third-party cookies.

As we move into a cookie-free digital world, this session looks at how an intent driven approach to targeting ensures brands can achieve effectiveness across all connected devices, plus support the future focused advertising industry where publishers and advertisers want to be in the driving seat regarding the sharing and use of their data. We’ll be taking a close look at how leading brands are embracing live intent signals and delivering ad effectiveness without compromising an individual’s privacy choices.

Ahead of our Rearc event with Tech Lab in June, Ben Dick will be joining this webinar to give a brief overview of Project Rearc, the timelines and deliverables and the different ways you can get involved from the UK.