With Google phasing out third-party cookies, digital publishers have begun searching for new ways to identify users for targeted advertising, Digiday reports. Data-management platform provider Permutive is exploring the possibility of mapping various audience segments on the open marketplace using first-party data. The Interactive Advertising Bureau’s Technology Laboratory plans to gauge the mapping's effectiveness with eyes toward developing industry standards. The method also avoids a reliance on Google, which News UK Head of Audience and Data Bedir Aydemir said keeps Google from being "able to dominate and control an important aspect of the advertising ecosystem." (Registration may be required to access this story.)
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