Brands, It’s Time To Test Those Alt IDs

So what is the Sitch for a signal loss?

Since Google has decided not to remove third-party browsers on Chrome, “is less immediate urgency” for testing alternative identity solutions, says Sisi Zhang, the main data and analytical director on the publicis-owned razorfish, this weekly Adexchanger Talk .

But this lack of urgency does not mean that the agency effort to solve the signal has stopped, says Zhang. This means that agencies have more respiratory rooms to think carefully and be strategic, because the loss of signal is not just a third -party cookie.

“Even without.” Google NotificationThere’s still a lot of that [data] Degradation throughout the digital ecosystem, ”says Zhang.

For example, more USA States are undergoing personal data protection lawsand regulatory bodies push on online advertising platforms to limit data collection – especially child data and sensitive data such as health and financial information.

In the last few years, agencies and advertisers have spent a lot of time testing alternative identifiers according to Zhang. But with dozens of Alt ID on the market there is plenty of fragmentation and not much scale.

With time, on their side, traders should test which ID of ID works best for specific advertising solutions or cases of use. Meanwhile, Alt ID providers should take advantage of the development of differentiated abilities for the next few months to excel on the market.

Also in this episode: Development of clean rooms and how they can coexist in federated data ecosystems.

For more articles representing Sisi Zhang, Click here.