The digital advertising landscape is undergoing a significant transformation with the gradual deprecation of third-party cookies. This shift necessitates the adoption of new strategies for audience targeting and data management. In our next Ask the Expert segment, we explore this evolution, discussing new strategies for audience targeting and data management in a world without cookies.
We’re joined by industry leaders, Gabe Richman, Senior Director of Data Partnerships at The Trade Desk, and Chris Feo, Experian’s SVP of Sales & Partnership who spotlight The Trade Desk’s innovative approach to navigating a cookieless future. Tune in to our Q&A below to learn more about these topics and learn how the collaborative efforts of Experian and The Trade Desk offer a glimpse into the future of advertising.
Cookieless IDs are the new face of identity in advertising
Traditional tracking and targeting techniques are being replaced by more advanced and privacy-conscious methods. Unified I.D. 2.0 (UID2), led by The Trade Desk, exemplifies this shift, offering a new identifier based on encrypted email addresses or phone numbers. This approach not only caters to the evolving privacy regulations but also places greater control in the hands of consumers. UID2’s design fundamentally differs from cookies since it is rooted in transparency and consumer consent.
UID2: A catalyst for industry-wide adoption
UID2’s journey reflects a rising industry-wide recognition of its value across the industry. The adoption of UID2 by major publishers, demand-side platforms, and advertisers indicates a shift toward more sustainable and consumer-friendly approaches to identity in advertising. This is particularly evident in areas like connected TV (CTV), where UID2 is rapidly becoming a currency and standard.
“The purpose of UID2 is not only to create a better ID for advertisers and publishers to achieve their objectives, but also to benefit the consumers. Unlike cookies, UID2 provides transparency and control to the consumers for the first time.”
gabe richman, sr. director, data partnerships, the trade desk
How Experian and The Trade Desk work together
The partnership between The Trade Desk and Experian goes beyond adapting to the absence of cookies. Our joint efforts highlight a commitment to developing solutions that cater to advertiser’s needs while respecting consumer privacy, a balancing act becoming increasingly crucial in today’s digital ecosystem. The Trade Desk’s emphasis on UID2 as a foundational element in the open web, campaign design, and activation is a testament to the potential of new identifiers in enhancing advertising efficacy. Similarly, our ability to utilize these identifiers to deliver detailed audience insights offers advertisers a powerful tool to remain effective in a post-cookie world.
Experian’s role in the adoption of UID2
Experian’s integration strategies have played a critical role in diversifying the applications of UID2. By partnering with The Trade Desk, we help broaden the reach and effectiveness of UID2 across various advertising channels. In terms of reach – by incorporating a prominent cookieless ID, we further amplify the reach of UID2. The increased adoption of this new ID allows the digital ecosystem the ability to interact using an alternative identifier, thereby broadening the potential audience. In terms of effectiveness – we help advertisers serve relevant ads to the right audiences, ensuring the relevance of the ads and control over their frequency.
Targeting with Geo-Indexed audiences
The Trade Desk works with Experian to ingest and host our syndicated audiences. This partnership gives The Trade Desk’s clients access to over 2,400 syndicated audiences that span across eight verticals. This includes access to our new Geo-Indexed audiences that allow brands to reach consumers and households based on geographic regions that over-index for a common set of attributes, ultimately offering brands a targeting solution that prioritizes both consumer privacy and accuracy.
What a future beyond cookies looks like
Looking ahead, the focus in advertising is not solely on replacing cookies but on a broader evolution of the industry. This includes continuing to apply machine learning technologies, like artificial intelligence (AI), to enhance ad personalization and effectiveness. The interplay between creative content, audience insights, and privacy-compliant targeting will become increasingly important as the industry evolves. As cookies become a thing of the past, the initiatives spearheaded by The Trade Desk and Experian will likely set the tone for the next era of digital advertising, and emerging solutions like UID2 are leading the way.
Watch the full Q&A
Visit our Ask the Expert content hub to watch Gabe and Chris’ full conversation about cookieless advertising. In their conversation, Gabe and Chris share more about UID2, consumer transparency, and the importance of consumer data for targeted advertising.
About our experts
Gabe Richman, Sr. Director, Data Partnerships, The Trade Desk
Gabe Richman is the Senior Director of Data Partnerships at The Trade Desk where he focuses on global identity strategy and platform partnerships as well as driving UID2 and EUID adoption across the broader ecosystem. Prior to joining The Trade Desk in 2021, Gabe held various roles in AdTech at HealthVerity, Wunderkind and LiveRamp. For the last decade Gabe has taken pride in helping advertisers and platforms alike demystify the complex identity landscape and embrace the change needed to preserve the open internet. Gabe is a graduate of the University of Maryland and resides in Los Angeles.
Chris Feo, SVP, Sales & Partnerships, Experian
As SVP of Sales & Partnerships, Chris has over a decade of experience across identity, data, and programmatic. Chris joined Experian during the Tapad acquisition in November 2020. He joined Tapad with less than 10 employees and has been part of the executive team through both the Telenor and Experian acquisitions. He’s an active advisor, board member, and investor within the AdTech ecosystem. Outside of work, he’s a die-hard golfer, frequent traveler, and husband to his wife, two dogs, and two goats!
Latest posts
Spring is here! For some of us, spring means the return of warm weather, for others it signals a time to clean out the clutter or, a time for more outdoor activities. Successful marketers know that just as spring habits vary, so do seasonal buying patterns. Marketers should take advantage of advanced marketing tools to capitalize on consumer spending around the changing seasons. There are three areas that will help you deliver the most value to your customers throughout the year: preference data, message relevancy, and a mobile-first approach. Preference data Spring is a great time to gather preference data as “spring cleaning” inspires consumers to research and purchase new items as they begin purge their closets of last season’s look. Collecting information from your customers about the types of products they are interested in will enable you to accurately tailor the content you send them through the remainder of the warm weather seasons. Message relevancy Differences in climate and culture affect style preferences from city to city. To give your customers a tailored experience, use their preference data to delivery personalized content and product suggestions. By using dynamic content tools and filters in your marketing automation platform, you can be sure the right content is presented at the right time, to different audiences within the same campaign. Personalizing your communication shows your customers that you understand their needs and preferences, builds brand trust, and long-term loyalty. Mobile first With the thaw of winter, spring inspires activity and productivity – with so much to do, your customers have more reasons to be on the go. This is the perfect time of year to scale up your mobile PUSH and SMS campaigns to reach consumers wherever they are. Consider adding triggers based on location data from visits to your mobile app or visits to your site from a mobile browser. Triggering a message to your customers while they’re near your store is a powerful way to drive relevant messaging and purchase intent. Focusing on these three core areas will help you deliver the most value to your customers through the season and throughout the year. Learn more about how our team of experts can help with comprehensive marketing strategies that will take your marketing to the next level.
Partnership leverages industry-leading Tapad Device Graph™ for more effective video marketing across all connected devices NEW YORK, April 11, 2017 /PRNewswire/ – Tapad, a part of Experian, the leading provider of privacy-safe, cross-device marketing technology solutions, has announced its partnership with Innovid, the world's leading video marketing platform. This integration enables Innovid to bring cross-device personalization and a more unified viewer experience to its video marketing clients including Bank of America, L'Oréal, Microsoft and Procter & Gamble. Innovid's proprietary technology is the only platform optimized for video, enabling marketers to thrive in an ever-changing digital television landscape. Since its launch last year, Innovid's Marketing Cloud Suite has helped marketers increase message relevance and the opportunity to drive conversions, retention and acquisition through video personalization. By leveraging the Tapad Device GraphTM, Innovid's marketers can now benefit from the ability to drive consistent, personalized user experiences across all devices, creating more impactful connections with consumers and increasing ROI. "Personalization is a must for every data-driven marketer and really needs to happen across all devices to ensure a unified customer journey," says Ronnie Lavi, SVP of product at Innovid. "At Innovid, we recognize one size does not fit all when it comes to video. As an open platform, we are always looking to add best-of-breed capabilities through integrations and partnerships, and we've chosen Tapad because of its superior cross-device expertise." "Innovid has long paved the way for effective personalization in the video marketing space," says Pierre Martensson, GM of Tapad's data division. "As video continues to gain popularity across digital formats, we're excited to see how our technology empowers Innovid to bring that renowned personalization to more customers across all of their devices." Contact us today!
Tracey Scheppach's new marketing and media practice leverages Tapad's device-level data to help clients achieve "marketing nirvana" NEW YORK and CHICAGO, April 5, 2017 /PRNewswire/ — Today, Tapad, now part of Experian, is the leading provider of unified, cross-screen marketing technology solutions, and Matter More, a next generation marketing and media practice with deep experience in the advanced TV space, announced a strategic partnership to bring together world class digital data and audience development expertise to help marketers improve how they connect with consumers. As consumer behavior continues to expand across multiple devices, today's marketers need robust, comprehensive data solutions to accurately engage the people who matter most to their brands. At the same time, the TV industry has reached an advertising tipping point, capitalizing on the power of device-level data. "Achieving unduplicated reach and frequency across all channels with true addressability, and the ability to measure outcomes, is marketing nirvana," says Tracey Scheppach, CEO and co-founder of Matter More, a new agency built for the modern age. "The best opportunity to deliver 'marketing nirvana,' at scale, is by partnering with Tapad and using their world-class Device Graph to help our clients simply matter more to the people they care about most." "By leveraging our access to rich TV data, we can now measure the actual performance of media across channels," says Marshall Wong, SVP, TV for Tapad. Tapad's proprietary Device Graph™ unifies consumer behavior data across all devices, uncovering the interests, passions and behaviors of the audiences who matter most. As with any data solution, privacy, transparency and trust are crucial to bringing marketers a solid offering that delivers results. "Tapad is excited to partner with Matter More to tap into their knowledge base and experience working with some of the largest brands on TV today," says Kate O'Loughlin, SVP and GM of Tapad's media division. "The time has come to truly unleash the power of device-level data at scale." Contact us today