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Identity Crisis or Opportunity?: The Road To Building Privacy-First Digital Identities – A Fireside Chat With Horizon Media
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Digiday Programmatic Marketing Summit LIVE -
Interview | 0:16:13 -
05/18/2021
Speakers
Andrew Katz
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VP Sales, Verve Group
Through the years, the scope of behavioral targeting on the largest mobile platforms has been converging towards increased consumer privacy and consumer control. The recent platform changes introduced by Apple restrict the use of IDFA-based behavioral targeting unless a user has explicitly provided consent through an opt-in. Google is likely to follow a similar approach for Android, very soon. So how does this impact advertisers? The need for a future-proof solution for brands is here already. While there are multiple solutions that are presented in the market today, its adoption comes with multiple challenges. We deep dive into the evolving identity landscape and the ideal trajectory for brands.
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