Tapad’s Switchboard Aims to Unify Fragmented Identity Solutions

In lieu of the cookie, ad tech firms are proposing a slew of disparate solutions. To solve the fragmentation issue, Tapid launched Switchboard this morning.

Marketing in 2021: Universal ID Race and Creative Efficiency

Marketing in 2021 will bring a universal ID race that The Trade Desk is leading, though Amazon DSP is a dark horse. It will also spur greater creative efficiency.

Post-Third-Party Cookie Advertising and Experiences

Companies will still need to provide an equivalent user experience to the unknown visitors or risk driving them away. They will need to find incentives to drive authentication and opt-ins; additionally, they will need to create a brand experience that is broadly accessible in lieu of today’s personalized approaches that rely on third-party data insights.

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How Privacy Will Upend Advertising in 2021

Of course, if mobile numbers are adopted as a universal ID, Apple, Google, and Facebook won’t get their way. They will not go down quickly and will likely continue to bury email IDs as a viable solution. We’ll see the entire industry disrupted as each of the powerhouses marches forward with their plans to own the future of privacy, ensuring they monetize the very thing they are touting to protect.

Ads in 2021: IDFA, Universal ID 2.0, and DTC Inspiration

In search of a new identity solution, publishers will prioritize first-party assets, including email, in concert with any Universal ID adoption. This is just one of many changes advertisers will make in the new year to respond to a shifting ecosystem.

4 Major Takeaways About Consumer Privacy Concerns

Location data firm Factual commissioned a study conducted by the University of Southern California applied psychology master’s program to take the pulse of consumers on data privacy. Unsurprisingly, not all consumers demographic groups share the same levels and types of concern. Here are four major takeaways from the survey of 1,002 smartphone users aged 18 to 65.

To Understand the Tech Industry’s Responsibilities, We Must Think Differently About Humanity

These questions would be preludes to less abstract ones that will seem more familiar to the creatures of Silicon Valley. Is Facebook responsible if people use WhatsApp and Messenger to spread false news and incite genocide? Is that just the fault of (heinous) people being (heinous) people or should the platforms be held accountable? As for privacy and data collection, what rights do people have to safeguard their information from the communications platforms they use? What does data scraped from Google search or Amazon’s facial recognition technology have to do with our identities? Can data be human?

The High Stakes of Identity

Identification is the key to relevant, timely, and cohesive cross-channel marketing that increases sales and builds brand loyalty. Do it right, and you’ll achieve the kind of truly personalized marketing of which our predecessors could only dream. Here are the major tenets of a successful, privacy-aware strategy for storing data on consumers in a multichannel landscape.

Street Fight Daily: Facebook Releases Attribution Tool, The Cutting Edge of E-Commerce: People-Based ID

TODAY IN LOCAL & DIGITAL MARKETING AND MEDIA… Facebook Attribution Now Available to All Advertisers… Biggest Tech Trend for eCommerce in 2019: People-Based Identity… Privacy, Accuracy Hinder Voice Commands…