This guide aims to help industry stakeholders make sense of the post-cookie world, with an industry map explaining the new identity landscape and the views of leading brands, agencies, publishers and broadcasters.
MAKING SENSE OF THE IDENTITY LANDSCAPE
The guide features both articles and a landscape map explaining the various types of solutions that are emerging, and how to manage them.
BUY AND SELL-SIDE ANALYSIS
Advertisers and agencies were asked: "Where will budgets migrate to in a post-cookie world?". Whilst publishers and broadcasters were asked "Which identity solutions are you backing for a post-cookie world?".
CHOOSING BETWEEN UNIVERSAL IDENTIFIERS
With over 20 identifiers available in the market, the different characteristics of universal IDs are evaluated to help publishers choose the best fit for them.
MAKING DATA MATCHING PRIVACY-COMPLIANT
A collective effort is required to connect the datasets of publishers, media owners and advertisers. Collaboration, transparency and privacy will all be key.