SANTA MONICA, CA – Google this year is moving ahead with a significant change to how advertisers track users online, again showcasing how ill-prepared marketers are for the disappearance of a key identifier: browser cookies. The change also underscores the need for a method to improve ad targeting with quality data sources that are transparent, but also protect consumer privacy.
“Typically when you find that your targeting data wasn’t quality, where that went wrong is the identity resolution of that person to that attribute,” Emily Kistner, director of new business and identity solutions at Adstra, said in this interview with Beet.TV contributor Rob Williams at the Beet Retreat Santa Monica.
“The idea that there’s some kind of grade of a good or bad source of demographic data — it’s not really about that,” she said. “It’s about the identity resolution. That’s the key for your targeting.”
Shaking Up the TV Ad Industry: A Call for Transparency & Control in Identity Resolution
Marketers are increasingly more transparent information about how an attribute – such as a consumer’s intention to buy a car in the next six months – is associated with data source.
“You’re playing with levers of accuracy versus just scale,” Kistner said. “Your data and your tech on the identity side need to be flexible and it needs to account for multiple use cases. There’s not a one-size-fits-all quality. It really depends on your marketing use case and the control and transparency around that.”
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