Now that we’re past the initial shock and headlines that the ‘sky is falling’ with Identity in our industry, we can begin taking steps to develop a solution. As we’ve previously mentioned, finding a solution doesn’t depend on one single entity (company or industry sector), it requires all of us to collaborate.
But how do we get started? While the challenge of not being able to rely on third-party cookies isn’t new, it’s effected Apple Safari for some time, this is unchartered territory for many. Looking at next steps we’ve put together a 3-part series focused on what is next for identity resolution in 2020; taking a deeper dive into solving identity for general programmatic, video, app and mobile, and data – including best practices for how publishers, demand partners, and tech partners can help contribute to a solution.
Programmatic
Programmatic will see significant growth as it continues to becomes the preferred method of transaction. And the industry is developing identity solutions that will place open web programmatic ad inventory on par with the addressable levels seen in the walled gardens. This not only means desktop, but moving across devices into mobile and mobile app, and cross-platform into video, OTT, and CTV.
So, how do you do your part?
Publishers
Publishers are the main point of contact with an audience of valuable customers, and need to develop relationships and trust. A privacy-first approach to customer interaction is crucial for this objective, ensuring that your site is not only compliant with the latest in regulations but takes the stance that consumers and their privacy come first. This makes asking for, or requiring, a soft-login or registration possible and at a higher scale – requesting an email address and login for subsequent visits has been shown to provide better identity resolution.
In addition, adopting identity solutions from ID partners will not only help in the immediate future, but supply learnings that will inform future developments. Using a tool such as PubMatic’s Identity Hub, which helps publishers implement and manage partner IDs, can expedite this process, learnings, and benefits for programmatic monetization. Adopting multiple ID solutions and pulling the reporting and analytics will show which methodologies are most effective and will be viable for global adoption and scale.
Demand-Side
It’s in the best interest of advertisers and the buy-side to continue to transact across their key partners and properties and continue to watch and learn. To completely abandon premium content providers to go strictly with the walled gardens is a potential pitfall, as bidding for audiences becomes more crowded and you lose out on unique brand association. By staying part of the conversation, actively engaging in organizations such as IAB (DigiTrust and Project Rearc) and Prebid.org, and electing to transact using the major ID solutions will help accelerate learnings and developments. Going beyond audience targeting, sharing insights and details on conversion and attribution will also be helpful. And expanding efforts and shifting budgets into app and CTV will help make sure a future solution is applicable for emerging formats.
Tech Partners
Put the consumer first, take the time and listen to the industry, and develop a ‘real’ solution versus a temporary band-aid. We can’t have a short-sighted view; we have been granted a huge opportunity to restore consumer trust and conduct advertising the ‘right’ way – with consumer interests in mind. Work with publishers and advertisers on being able to facilitate the transactions and audience targeting they are seeking but push for higher standards and what is ethically correct. This will ensure that we self-govern and develop a solution that will stand the test of time, and in an ideal world will build the trust the industry seeks where consumers are more willing to provide accurate and more information.
