As cookies have become the default mechanism to identify users anonymously on the internet, there has been a significant increase in the number of trackers that load when a person visits a website. The result has been increasingly bad user experiences, characterized by longer page loads and frequent load errors.
Today, platforms are heavily reliant on cookie-syncing in order to communicate about a common user. In this Knowledge Hub Video, Sharon Beynon, Technical Lead at Screen6, dives into how cookie-syncs work and why match rates are an important figure to understand.
Fresh data enables marketers to ensure their digital efforts are targeting consumers with the greatest inclination to purchase. Keith Petri, CSO of Screen6, explains the importance of data freshness and how it impacts campaign results.
Cookies are the primary means by which ad tech platforms store and track information about users. Keith Petri, CSO of Screen6, provides details on what exactly cookies are and how they are used in the ad tech industry.
The challenge of cross-device for the ad industry is still not solved and it’s not easy. Keith Petri, CSO of Screen6, dives deeper into the issues facing identity management on MarTech Series.
Today, cookie syncing is the primary way that publishers and advertising technologies transact, however, a cookie sync, as a stand-alone solution for finding consumers, is problematic.
Keith Petri comments on the newly announced consortium and the challenges it faces.