The other thing worth pointing out is that a transition to consumer-first digital marketing practices means that the data and insights marketers will have to work with will look different from what they are accustomed to. Said differently, we’re not simply replacing old processes with new ones that fit neatly into the same mould.
As we know, the increasing limitations on third-party access to cookies, MAIDs and other identifiers complicate the ability for marketers to know exactly who sees their campaigns. That’s because as companies chart their individual paths to limit access to information related to their users, the deterministic approaches to link demographics to exposures that the industry previously used are no longer viable.
Instead of recognizing people and what devices they’re using, measurement services now need to establish new ways to identify devices and the people who use them, in a manner consistent with applicable privacy requirements. To be effective, these identifiers need to be:
- People centric
- Persistent (stable over time)
- Prolific (used consistently across the web)
- Transferable (across different devices / access points to enable cross -platform)
In all likelihood, such identifiers won’t be available to measure all digital impressions. To cover the gap, digital measurement will need to be augmented with an identity-less solution. To ensure maximum effectiveness, that solution…