Real-Time Identity Resolution addresses market challenges posed by new technology including Over-The-Top (OTT) inventory and Apple’s iOS 11 update with Intelligent Tracking Prevention (ITP). These inhibit the ability to persistently identify within the mobile web environment. Safari accounts for nearly half of all mobile web traffic in North America and a quarter in Europe, according to StatCounter.
Retargeting within < 24 Hours
iOS 11 Advantages
Research conducted by Screen6 based on the analysis of trillions of server-to-server events, shows that 40% of cookies decay within the first 24 hours due to the declining acceptance within browser environments. Screen6’s Real-Time Identity Resolution allows for a significant portion of this traffic to now become addressable. Never before seen User Identifiers (UIDs) – or impressions originating from cookie-less environments – can be linked to pre-existing, targetable profiles which span all devices belonging to the user.
Most cross-device graph providers are updating their master graphs on a weekly basis, however, there is clearly a growing need for real-time matching, as is evidenced by our research into cookie decay and the growing impact of Safari iOS 11. By providing this real-time capability to clients, Screen6 enables a better user experience and deliver successful customer intelligence which will result in better marketing decisions and more effective cross-device campaigns.
Cookie decay is a problem that is getting worse and this allows for us to take advantage of our most recent traffic and make better decisions based on real-time matching. Having a persistent solutions results in better match rates and overall campaign success.
Cookie decay is a problem that is getting worse and this allows for us to take advantage of our most recent traffic and make better decisions based on real-time matching. Having a persistent solutions results in better match rates and overall campaign success.Marco Kloots, CEO of Platform 161