Emerging Identifiers For Digital Advertising: Are Brands Really Prepared?

In Vibrant News by bnyquist

Curated News from AdExchanger on March 18, 2021

Advertisers and publishers are bracing for upheaval as two major identifiers commonly used for audience-based targeting are set to go away. But are marketers really prepared for the change?

Putting aside the China affair, Apple’s IDFA restrictions could be phased in as soon as this week, while third-party cookies in Chrome will be phased out by early next year. 

That means it’s imperative for marketers to fundamentally rethink their audience strategies ahead of the looming changes, said Nicole Perrin, a principal analyst at eMarketer, speaking at AdExchanger’s Innovation Labs: Identity Day event on Tuesday.

And it doesn’t appear that they’re ready.