The AdTech industry has invested a massive amount of time and energy in salvaging the utility of cookies as a means of helping advertisers better find their target audiences. Unfortunately, all of the current industry efforts fall flat when it comes to creating better experiences for consumers, advertisers and publishers, and that’s due to one basic reason: They don’t solve for cross-device.
The topic of identity management has been brought to the fore in numerous guises in 2018: from omnichannel marketing, to GDPR, unique IDs, to navigating user identity and measurement through walled gardens. Keith Petri, CSO of Screen6, shares his views on what will constitute ‘identity’ in 2019 on ExchangeWire, along with other experts in the space.
Much is being said today about cookie consortiums, the move to server side header bidding and how this impacts match rates. This piece on MarTech Advisor by Keith Petri, CSO of Screen6, addresses all three aspects of the debate.
SSPs are perhaps the most undervalued and inherently powerful links in today’s digital supply chain, and yet their current offerings do not fully reflect this strength. It’s high time that SSPs evolve their business models to become more than mere plumbing in the elaborate media-buying ecosystem.
Amassing inventory shouldn’t be an SSP’s end goal in today’s uber-competitive market. SSPs intimately understand the inventory available on their publishers’ sites, and that understanding is what’s lacking at, and deeply coveted by, today’s advertisers.
E-commerce platforms today need to get a better handle on the identity of their users across devices and be able to layer on intelligence about activities that occur when people are not logged into the platforms themselves. By doing so, e-commerce platforms will see drastic improvements. David de Jong, CEO of Screen6, dives into the details on MarTech Series.
Ad tech is struggling to transition to a state of full maturity, and that’s largely due to the continued acceptance of half-truths and inadequate technological shortcuts. The truth is that cross-device is being inadequately addressed by many players within the marketing industry, and the vast majority of companies that say they’re enabling cross-device are either openly lying or seriously bending the truth.
Having the power to block devices is of paramount importance when combating organized e-commerce fraud. Quickly identifying and blocking a device being used by a fraudster restricts the possibility that a single device will generate numerous accounts with different payment information on a merchant’s platform. We explain the vital role of cross-device identification in online security.
Keith Petri, CSO, Screen6, stresses the importance of establishing a cohesive customer identity across devices as a means to provide the customized experience that the savvy modern consumer expects.
Advertisers have long been aware of the importance of monitoring frequency when it comes to their messaging. With the rise of the digital age and the countless new ad venues that it opened, advertisers recognized the need to avoid exposure to too many ad impressions, both as means of improving the user experience and ensuring their ad buys garner the needed reach.