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Third-party cookies have been the foundation of targeted advertising for a long time. Around 75% of marketers worldwide rely on third-party cookies, with approximately 42.2% of websites using them to gather user data. These tiny bits of code silently track our online activities, collecting search history and product preferences to help advertisers tailor their campaigns to our needs.
However, as fears over online privacy have grown, the third-party cookie era is ending. A 2020 Deloitte survey revealed that 65% of respondents had major concerns about excessive cookie use; consumers want personalized ad experiences but don’t want to feel like marketers are tracking their every online move.
While some other search engines have already eliminated third-party cookies, Google Chrome — which holds 65% of the global browser market — is just beginning to phase them out as new alternatives are tested. Google’s third-party cookie deprecation is expected to impact marketers in a big way.
Let’s talk about what that impact will look like and how marketers can reconcile consumer demands for browsing privacy with their preference for personalized ad experiences.
What is cookie deprecation?
Cookie deprecation is a process where web browsers, like Google Chrome, phase out the use of a specific cookie type. In the context of this article, we’re referring to third-party cookies, small pieces of data stored on a device by websites a person visits.
Advertisers and other companies use third-party cookies to track a person’s actions on the web. They help those companies learn about an individual’s interests and show them targeted ads. But over time, internet users have become more aware of cookies and how much companies know about them, so browsers are phasing out third-party cookies to respect user privacy.
The timeline and reasons behind the shift
In January 2020, Google announced it would no longer allow third-party marketing cookies by 2022. Realizing it needed to find an alternative first, it pushed the deadline back several times over the years, eventually confirming that third-party cookies would be deprecated by the end of 2024 — a big deal for the advertising industry. So, what’s the motivation behind this change?
Many people are becoming increasingly worried about online privacy and the intrusiveness of third-party cookies. In recent years, lawmakers have pressured tech companies to make changes in response to their constituents’ concerns about online privacy rights. By getting rid of third-party cookies, browsers like Chrome are trying to give users more control over their data and respect privacy demands to create a more privacy-friendly browsing experience.
This shift is part of a broader trend in the digital world toward greater privacy protections, with browsers like Firefox and Safari having already phased out third-party cookies. We’ve also seen other significant moves in this direction, including the following. These regulatory efforts reflect a growing awareness of how important it is to protect data privacy and consumer rights in a world gone digital.
- Apple’s App Tracking Transparency (ATT) framework was introduced in iOS 14.5, requiring users to get permission before tracking their data across other apps or websites.
- The Global Privacy Control (GPC) strives to improve users’ control over their internet privacy by letting them signal their preferences for data sharing.
- Europe’s General Data Protection Regulation (GDPR) and California’s Consumer Privacy Act (CCPA) have strict guidelines for how companies handle personal data to prioritize transparency and user consent.
Google’s most popular browser, Chrome, recently made its first big move toward third-party cookie deprecation. On January 4, 2024, Google announced the rollout of a new “Tracking Protection” feature, limiting cross-site tracking by default. They’re doing this gradually, activating the feature for 1% of random Chrome users worldwide, about 30 million people.
Google Chrome’s cookie phase-out impact
Chrome’s third-party cookie deprecation is expected to have the farthest-reaching consequences for marketers like you, as it has almost two-thirds of the browser market worldwide. It’s important to note that this phase-out specifically targets third-party cookies, not first-party cookies, which are generated and stored by the website a user visits directly and will be unaffected by this change.
Here are a few of the impacts to prepare for.
Reduced tracking capabilities
Once third-party cookies are eliminated, you may face challenges in understanding consumer behavior across different websites. Without this tracking capability, understanding your audiences and effectively tailoring advertising campaigns might become more difficult.
Required shift in strategy
It will be key for you to adapt your advertising strategies to rely less on third-party data and more on alternative targeting methods. This shift may involve greater emphasis on contextual advertising, which targets people based on the content of the websites they visit instead of browsing history, and first-party data gathered directly from site users to personalize advertising campaigns.
Additionally, in order to move beyond reliance on cookies and third-party identifiers, activation platforms like demand-side platforms (DSPs) must evolve to identify addressable IDs within bid streams. This adaptability is essential as digital advertising shifts toward privacy and cookieless environments. By being able to recognize addressable IDs in bid streams, DSPs can help facilitate more accurate, personalized targeting and help advertisers reach their audiences across channels and devices without privacy concerns. As a marketer, you should understand the capabilities of your chosen platforms and inquire about their support for evolving targeting methods and data sources.
New compliance regulations
By limiting the ability to track users across the web, Google aims to enhance user privacy and control over their data. You’ll need to embrace privacy-centric approaches to advertising to comply with evolving privacy regulations and build trust with consumers.
Challenges posed by Google’s cookie deprecation in 2024
Marketers are responding to the announcement of third-party cookie deprecation with an eye toward innovation as they proactively seek new solutions. As of early 2024, 56% of marketers in the United States were testing cookieless alternatives. Knowing their customer acquisition will be less efficient without these cookies, they’re looking for ways to maximize the value of their existing customers, increase retention, and make better use of first-party data. Others have been slow to react due to a lack of awareness or uncertainty about how to handle the changes.
Here are some additional challenges advertisers can expect to face as third-party cookies begin to be phased out.
Impact on targeting and personalization
The decline of third-party cookies is expected to have a major impact on targeting and personalization strategies. As advertisers will no longer have access to individual browsing histories, some may struggle to reach specific audiences and deliver personalized content. As a result, they have begun to explore using first-party data and contextual targeting to preserve relevance and consumer engagement.
Attribution and measurement challenges
The future removal of third-party cookies may also make it harder to measure the effectiveness of advertising and accurately attribute conversions. Marketers are currently searching for reliable alternatives to track users across channels and touchpoints. Google’s Attribution Reporting API and private aggregation methods are being explored as potential solutions to these attribution and measurement challenges.
Data privacy and compliance challenges
Future third-party cookie deprecation makes data privacy and compliance a top priority. With the introduction of stricter regulations like GDPR and CCPA, you need to ensure your data collection and usage practices comply with privacy laws. To maintain the trust of consumers and abide by regulatory requirements, it has become essential to shift toward first-party data collection and more transparent consent mechanisms.
Lack of resources to invest in alternative solutions
One of the main challenges advertisers will face with future cookie deprecation is a lack of resources to invest in alternative solutions. Many businesses don’t have the financial resources or technical expertise to explore and implement new targeting and measurement methods.
Additionally, some companies have been reluctant to adopt new solutions because they want to thoroughly test and evaluate their efficacy. The fear of investing resources in unproven technologies or strategies has led to a cautious approach among marketers and advertisers. However, this reluctance to adapt could hinder their ability to remain competitive.
Many companies may also face logistical challenges due to the complexity of transitioning from reliance on third-party cookies to alternative data sources and targeting methods. Integrating new technologies, adjusting workflows, and retraining staff requires time and effort, adding to the complexity of the transition.
Adapting to a cookieless world
Even though third-party cookies are going away, you still have other types of data in your arsenal to help you continue reaching your audience.
Use first-party data
First-party data, collected from customers or website visitors directly, offers valuable insights into consumer behavior and preferences. By investing in proven data collection methods and analytics tools, you can understand your audience more accurately and tailor your messaging and targeting accordingly.
Explore Experian’s signal-agnostic products
Experian is leading the charge in preparing marketers for a cookieless world with our audiences and foundation built from over 200 offline data sources. Our signal-agnostic Graph supports universal IDs and enables brands to expand their existing IDs to all other digital and addressable IDs within our Graph.
Advertisers can enhance their strategies by working with Experian to enrich first-party data with our demographic and behavioral attributes to gain a better understanding of audiences without cookies. Additionally, our data collaboration solutions enable marketers to collaborate with partner data, deriving greater value and enabling deeper insights for effective marketing campaigns. Experian is future-proofing identity strategies to ensure continued marketing performance and success.
Discover alternative targeting technologies
As third-party cookies become obsolete, marketers are starting to investigate alternative targeting technologies for optimizing campaigns. These may include contextual targeting, which focuses on the content and context of a user’s web browsing activity, as well as emerging solutions like cohort-based targeting, which groups users based on shared interests and behaviors. Think of third-party cookie deprecation as the opportunity to innovate and rethink strategies that have relied too heavily on one type of technology.
Best practices for marketers in the post-cookie era
Embracing best practices for a privacy-centric advertising environment can help you maintain your effectiveness and thrive in a cookieless world. Let’s talk strategies to help you succeed in the post-cookie era.
Focus on customer consent and transparency
Having consumers opt-in to sharing their data is an excellent way to build your data pool ethically. One way to do this is by encouraging users to create accounts or log in to access exclusive content or features while providing valuable information in exchange for their data. Another way is by conducting surveys or quizzes to gather insights directly from users about their preferences, interests, and behaviors. You could also use interactive content like polls and contests to engage users and collect data. These approaches can enrich your data pool while demonstrating your commitment to respecting user privacy and preferences.
Prioritize obtaining explicit consent from users before using or gathering their data for your advertising. Implement transparent data practices by clearly communicating to consumers how you’ll use their data and providing easily accessible options to manage their privacy preferences. By building trust through transparency and respecting user choices, you can forge stronger relationships with your audience.
Enhance the customer experience with quality data
In the future absence of third-party cookies, first-party data will be paramount in helping you understand and engage with your audience effectively. Invest in strategies that will help you collect high-quality data directly from customers, such as through interactive content, preference centers, and loyalty programs. By obtaining and using accurate, relevant data, you can provide personalized experiences that resonate with audiences and drive meaningful engagement.
Collaborate with evolving technology platforms
As Google’s cookie deprecation reshapes advertising, it will be important to collaborate closely with technology providers and key industry players who are adapting to these changes. Make sure your chosen platforms are keeping up with the industry and offering solutions that align with the shift to cookieless environments. Partnering with platforms that are proactively addressing these challenges will make it easier to navigate the changing marketing environment and drive better results for consumers and campaigns.
Prepare for the future of advertising with Experian
Despite the fact that third-party cookies are going away, there’s no need to panic. This change offers new opportunities for innovation and strategic refocus. With the emergence of alternative targeting methods, such as first-party data, you can still reach your target audiences effectively while respecting user privacy. By staying proactive and utilizing your available resources, you can navigate the cookieless future with confidence and continue to drive meaningful connections with your audiences.
With a robust suite of data-driven solutions and a breadth of addressable IDs, Experian can help you continue to reach and engage with your target audiences. Our Consumer Sync identity solution is signal-agnostic and empowers consistent consumer interactions, while our Consumer View data solution offers privacy-compliant data to help you connect meaningfully with consumers and reach audiences effectively. Connect with Experian today to discover how we can help you prepare for and thrive in a cookieless future.
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It's almost the start of a new year, so it's time to plan your 2025 marketing strategy. One-third of U.S. adults planned to make a New Year's resolution in 2024, with adults under 30 being the most likely to do so. From living healthier lifestyles to traveling more often, there is an opportunity to capture customers with well-targeted messaging. But how do you know which audiences are most interested in these goals? In this blog post, we’ll reveal audience segments designed for you to reach the most relevant shoppers for your New Year’s resolutions campaigns according to shoppers' goals and resolution categories. You can find the complete audience segment name in the appendix. Start the year strong with Experian's audience insights With the New Year almost upon us, it’s the perfect time for a fresh start. Utilize Experian’s syndicated audiences to ensure your marketing messages resonate with your ideal customers. 2,400+ syndicated audiences powered by marketing data ranked #1 in accuracy by Truthset offers advertisers the ability to reach people based on demographic, geographic, and behavioral attributes. Our audiences span 15 data categories including auto, retail purchases, lifestyles and interests, financial, and travel. Audiences are available on-the-shelf on 30+ major ad platforms, including TV, social, and programmatic, or distribute them to 200+ media platforms. Five New Year's resolution audience categories to embrace this new year There are many different types of New Year's Resolutions that people set come January 1st. Here are five common New Year's Resolutions: Healthy habits Get organized Explore new experiences Live life to the fullest New Year’s budgeteers Let's break down each resolution category and which audiences you can use to target consumers based on their New Year’s resolutions. Healthy habits A significant portion of consumers set their sights on adopting healthier lifestyles and maintaining newfound habits. Target audiences could include those who have recently purchased gym memberships and are shopping at health stores, demonstrating a commitment to their resolutions. Here are five audience segments that you can activate to target consumers focused on healthy habits in the new year: NEW! New Year's Health/Fitness/Gym Membership Shoppers NEW! Frequent Gym Goers Vitamins/Supplements Shoppers New Year's Food/Healthy Food Shoppers New Year's Vitamins/Diet Supplement Shoppers By strategically targeting these segments, your marketing efforts are more likely to resonate with those determined to make a year of lasting, healthy change. Get organized Many consumers pledge to declutter and get organized. One key target audience could consist of those who have recently purchased organizational tools or storage solutions. Additionally, consider reaching out to homeowners or individuals in the midst of a major life change, such as moving or expanding their families, as they often seek ways to simplify and organize their spaces. Here are seven audience segments that you can activate to target consumers focused on getting organized in the new year: NEW! Furniture and Home Decor: Deals Discounts Affordable High Spend Spenders Shoppers NEW! Post Holiday Shoppers Household Goods: Frequent Spenders Home Improvement/DIY: Frequent Spenders Furniture & Home Decor In Store: Frequent Spenders Garden & Landscaping Stores: Frequent Spenders Hardware & Home Improvement Stores: In Store Frequent Spenders To expand or reach new audiences, you can layer in purchase predictors to reach those who are likely to spend on home maintenance and improvement products or are expanding their families. Home Maintenance and Improvement Explore new experiences Many consumers want to embark on a journey of self-improvement by exploring new experiences, whether it's picking up a new hobby or visiting a place they've never been. One primary target audience could be vacation and leisure travelers, as they often seek new destinations and opportunities to make the most of their seasonal getaways. Additionally, sports enthusiasts are always looking to boost their outdoor adventures through fresh experiences and specialized equipment. Here are six audience segments that you can activate to target consumers focused on exploring new experiences in the new year: Play Golf Pickleball Enthusiast Wilderness Sports and Camping Enthusiasts Activities: Camping Summer Airline Travel Summer Travel: Vacation/Leisure Live life to the fullest A considerable number of individuals make resolutions aimed at embracing life to the fullest. One prime target audience includes those who have recently booked travel experiences or adventures, showcasing their commitment to exploring new horizons. Additionally, consider reaching out to individuals who are likely to visit sports stadiums and arenas. Here are seven audience segments that you can activate to target consumers focused on living life to the fullest in the new year: NEW! Budget Savvy Air Travelers Air Travel: Frequent Spenders Cruises: Frequent Spend NFL Stadium Visitors Ski Resort Visitors Vacation/Leisure Travelers: Weekend Getaways Culinary Experience To expand or reach new audiences, you can layer in purchase predictors to reach consumers who are likely to spend on travel and travel-related products. Travel New Year's budgeteers As the new year begins, many consumers are rethinking their finances and seeking smarter ways to spend and save. These audiences are focused on achieving their financial goals by utilizing budgeting tools, finding flexible payment options, and taking control of their debt. With financial wellness top of mind, they are ready to explore solutions that align with their resolution to be more financially savvy. Here are seven key audience segments that reflect the mindset of consumers eager to make 2024 a year of financial empowerment: In market for Buy Now Pay Later In market for Mortgage Refinance In market for Auto Loan Refinance Credit Card High Utilization Likely to Transfer Credit Card Balance Loyal Rewards Enthusiast, Low Credit Card Balance Secure, Savvy Credit User, High Home Equity Balance We can help you reach consumers in the new year Connect with consumers pursuing their New Year's resolutions to kick off 2025. Whether your audience seeks to embrace healthy habits, get organized, explore new experiences, budget their personal finances, or live life to the fullest, Experian Marketing Data provides a solid foundation for targeting, enrichment, and activation As we get ready for 2025, let the power of Experian’s data-driven insights guide your marketing strategies, helping consumers turn their resolutions into reality. Connect with our audience team You can activate our syndicated audiences on-the-shelf of most major platforms. For a full list of Experian’s syndicated audiences and activation destinations, download our syndicated audiences guide. Explore our other seasonal audiences that you can activate today. View now Appendix Here are the complete audience segment names (taxonomy path) for all audience segments discussed in this blog post. Healthy habits NEW! Retail Shoppers: Purchase Based > Seasonal > New Year's Health/Fitness/Gym Membership Shoppers NEW! Retail Shoppers: Purchase Based > Health and Fitness > Frequent Gym Goers Retail Shoppers: Purchase Based > Health and Fitness > Vitamins/Supplements: Vitamins/Supplements Retail Shoppers: Purchase Based > Seasonal > New Year's Food/Healthy Food Shoppers Retail Shoppers: Purchase Based > Seasonal > New Year's Vitamins/Diet Supplement Shoppers Get organized NEW! Retail Shoppers: Purchase Based > Home Furnishings > Furniture and Home Decor: Deals Discounts Affordable High Spend Spenders Shoppers NEW! Retail Shoppers: Purchase Based > Seasonal > Holiday Shoppers: Post Holiday Shoppers Purchase Transactions > Household Goods > Frequent Spenders Purchase Transactions > Home Improvement/DIY > Frequent Spenders Retail Shoppers: Purchase Based > Home Improvement & DIY > Furniture & Home Decor In Store: Frequent Spenders Retail Shoppers: Purchase Based > Home Improvement & DIY > Garden & Landscaping Stores: Frequent Spenders Retail Shoppers: Purchase Based > Home Improvement & DIY > Hardware & Home Improvement Stores: In Store Frequent Spenders Purchase Predictors > Shoppers All Channels > Home Maintenance and Improvement Explore new experiences Lifestyle and Interests (Affinity) > Activities and Entertainment > Play Golf Retail Shoppers: Purchase Based > Sporting Goods, Apparel > Pickleball Enthusiast Retail Shoppers: Purchase Based > Outdoor Activities > Wilderness Sports and Camping Enthusiasts Travel Intent > Activities > Camping Retail Shoppers: Purchase Based > Seasonal > Summer Airline Travel Retail Shoppers: Purchase Based > Seasonal > Summer Travel: Vacation/Leisure Retail Shoppers: Purchase Based > Travel > Vacation/Leisure Travelers: Summer Trips Live life to the fullest NEW! Retail Shoppers: Purchase Based > Seasonal > Budget Savvy Air Travelers Retail Shoppers: Purchase Based > Travel > Air Travel: Frequent Spenders Retail Shoppers: Purchase Based > Travel > Cruises: Frequent Spend Mobile Location Models > NFL Stadium Visitors Mobile Location Models > Ski Resort Visitors Retail Shoppers: Purchase Based > Travel > Vacation/Leisure Travelers: Weekend Getaways Travel Intent > Activities > Culinary Experience Purchase Predictors > Shoppers All Channels > Travel New Year’s budgeteers Financial > In Market > Buy Now Pay Later Financial FLA Friendly > In Marketing Mortgage Refinance Financial FLA Friendly > In Market Auto Loan Refinance Financial FLA Friendly > Credit Card High Utilization Financial FLA Friendly > Likely to Transfer Credit Card Balance Financial Personalities > Credit Card Financial Personality > Loyal Rewards Enthusiast, Low Credit Card Balance Financial Personalities > Home Equity Financial Personality > Secure, Savvy Credit User, High Home Equity Balance Latest posts
Brands are increasingly focused on offering personalized experiences while respecting consumer privacy. Addressability enables them to reach specific audiences with relevant messages, and personalization crafts unique content that aligns with each audience's interests and needs. By combining these strategies, brands can create more relevant and effective marketing campaigns. With new regulations and signal loss reshaping the landscape, alternative identifiers like the ID5 ID and The Trade Desk's Unified I.D. 2.0 (UID2) are gaining importance. These tools give advertisers a more holistic view of consumers across channels, enhancing personalization and addressability even as traditional third-party cookies lose relevance. To shed light on this topic, we interviewed experts from Audigent, Basis Technologies, CvE, ID5, MiQ and others. They shared insights on navigating privacy, utilizing new identifiers, and enhancing personalization with consent. Drawing from their perspectives, we've identified five considerations to help brands adapt and succeed in this evolving landscape. 1. Embrace a privacy-centric approach With the increasing focus on consumer data protection, prioritizing privacy in your addressability efforts is essential. Implement strict data guidelines to protect personally identifiable information (PII) and maintain compliance with state-specific regulations. To achieve this, empower consumers by providing clear and transparent choices about data sharing and honoring their preferences. Avoid targeting based on protected categories or sensitive information. By adopting a privacy-first mindset, you can build consumer trust while still delivering relevant advertising experiences. “It's important to champion consumer privacy and the free internet. We need to strike a balance between the two. This balance is essential for our jobs, the economy, news, politics, and all the valuable content and information we rely on.”Drew Stein, Audigent 2. Personalize with consent Consumers are more willing to share their information when they see clear benefits. In fact, over half of shoppers—and two-thirds of Gen X and Millennials—express a desire to receive holiday shopping deals directly from their preferred brands1. By offering value through loyalty programs, special offers, or interactive platforms, you can personalize experiences without compromising privacy. To implement this strategy, encourage consumers to share their preferences and needs by being transparent and giving them control over their data. This approach builds trust, empowers your audience, and enhances personalization. “Building personalization based on the data consumers have consented to share should lead to a positive experience that drives better engagement because it's relevant to them.” April Weeks, Basis Technologies 3. Personalize with contextual targeting Contextual targeting involves delivering ads based on the content users are currently engaging with rather than user identifiers. By focusing on personalization through contextual targeting and dynamic content, you can align your strategies with your audience's real needs and interests. This approach allows advertisers to reach consumers on websites with more visitors matching the demographics, behaviors, or interests they want to target. “Personalization absolutely can thrive. We have various solutions, all utilizing IDs for targeting and personalization. Beyond that, we can also personalize using context, geo-contextual data, and creative strategies.” Georgiana Haig, MiQ 4. Use alternative identifiers As advertisers move beyond third-party cookies, exploring alternative identifiers offers reliable means to connect with consumers. Options like email addresses or device IDs provide direct connections, improving targeting accuracy. Utilize identity graphs to link different signals and identifiers to establish strong ties to individual users or households. This approach maintains, and can even enhance, your ability to reach the right audience and measure campaign performance. “It's not just about maintaining addressability. It's about massively improving addressability. When we run tests with some of our clients, they're seeing 30, 40, 50, 60% incremental reach by using ID5 versus cookies.” Mathieu Roche, ID5 5. Build partnerships Navigating the complexities of addressability doesn't have to be a solo effort. Partnerships between brands, publishers, and tech providers can lead to innovative solutions that benefit everyone. Consider engaging in data partnerships to access new audience segments without maintaining extensive data. Collaborations focused on your tech stack can enhance your ability to deliver personalized content effectively and at scale. “The rise of second-party data partnerships is going to be an interesting trend over the next couple of years. And if you need mass scale across the world, I think that's a much more cost effective and scalable way to do it.” Paul Frampton, CvE Steering toward success The future of addressability and personalization hinges on your ability to adapt to the changing privacy landscape while delivering meaningful, personalized experiences. By focusing on these five key considerations, you can navigate the complexities of modern advertising, build stronger relationships with consumers, and drive sustainable growth. Connect with our addressability experts Footnote Online survey conducted in June, 2024 among n=1,000 U.S. adults 18+. Sample balanced to look like the general population on key demographics (age, gender, household income, ethnicity, and region). Latest posts
Originally appeared on VideoNuze Connected TV (CTV) is a leading platform in digital advertising, combining the precise targeting of digital ads with the broad reach and storytelling power of traditional TV. This creates an immersive experience that offers full-funnel marketing results. As consumer time spent watching CTV has doubled over the past five years and linear TV viewing patterns have shifted, advertisers now see CTV as essential for reaching and engaging audiences. Of those CTV users, viewers increasingly choose to watch content with ads. By 2025, free ad-supported streaming TV (FAST) viewers will increase to 49% of CTV users, further highlighting the opportunity for marketers to captivate audiences in ways standard digital display ads can't match. With the explosion of consumer time spent and advertising dollars following, making CTV more addressable and targeted requires a combination of identity and audience. Historically, the IP address has been the most popular way to target a household with a CTV (e.g., LG, Samsung, Vizio device) or streaming platform (e.g., Disney+, Paramount+, Roku, Amazon Prime, etc.). As IP addresses continue to fluctuate in terms of durability, consistency, and type, including the increased adoption of IPv6, we have seen a new incumbent enter the CTV ecosystem: Unified ID 2.0 (UID2). UID2 stands out as a particularly valuable tool for CTV advertisers. It provides a standardized way to identify and target users across CTV and traditional channels like display and mobile while respecting consumer privacy. Given that purchases might not occur on CTV, UID2's ability to link ad exposure on CTV to conversions on other devices is crucial for demonstrating a CTV campaign's true impact. Authenticated audiences are key to CTV's appeal A significant advantage of CTV is its high rate of logged-in, authenticated users. This provides marketers with reliable first-party data for targeting and measurement purposes. UID2 benefits from this since it's a universal identifier based primarily on first-party data, such as people’s email addresses and phone numbers. Authenticated viewers can also be connected across different devices, enabling marketers to understand the full customer journey, which helps attribute conversions more accurately to CTV ads. Key advantages of CTV for digital marketers Superior viewing experience: Larger screens and a captive audience watching high-quality on-demand content Authenticated users: Enables precise audience targeting, more personalized ad experiences, and enhanced cross-device attribution Value exchange: Viewers get cost-effective content with personalized ads, leading to higher engagement "Authenticated viewers and universal IDs like UID2 are revolutionizing CTV advertising, enabling the effective delivery of personalized content and ensuring strong engagement for marketers; Paramount is committed to optimizing across platforms and will continue to utilize tools and advancements that maximize reach for our partners and improve the user experience for our viewers."Travis Scoles, Executive Vice President, Paramount Advertising The role of universal IDs in CTV advertising Universal IDs, like UID2, play a critical role in CTV by ensuring consistent user identification across platforms while respecting privacy. Adoption of UID2 is gaining traction in the TV industry, with brands such as AMC Networks, Disney, Dish Media, FreeWheel, NBCUniversal, Roku, and Paramount integrating it into their digital advertising ecosystem. As authentication increases across traditional digital and mobile apps, especially CTV, universal IDs like UID2 enable cross-device and cross-channel identity strategies without cookies. This is especially important as traditional identifiers like third-party cookies and IP addresses face an uncertain future. Better understand and reach your audience with identity graphs For CTV ad spending to catch up to time spent with CTV, the industry must use these authenticated signals and universal IDs. Identity graphs, like Experian’s, integrate various identifiers (e.g., universal IDs, CTV IDs, IP addresses), allowing CTV platforms to understand relationships between households, individuals, and devices. This understanding enables: Publishers using universal IDs can make advertising on their platform more addressable, which will lead to higher demand. Marketers can achieve greater precision with cross-device targeting, cross-channel frequency management, and more holistic measurement since conversions often happen on non-CTV devices. Viewers receive a more personalized ad experience (without seeing the same ad repeatedly), which will increase engagement with a marketer's campaign. Watch our Ask the Expert video with The Trade Desk to deepen your knowledge on CTV advertising and UID2. Watch the video here Latest posts