AMENIA, NY — The digital advertising industry is finding new ways to connect data for targeting, insights and measurement in an increasingly privacy-centric world, even as Google confirms it will not deprecate third-party web tracking cookies and will instead add a “new experience in Chrome”.
That is the view of Kevin Kowalick, VP of strategy for media and entertainment at TransUnion, who believes the industry will continue to evolve and embrace a new future of identity, regardless of Google’s specific actions.
“If Google deprecates the cookie now or ever or never … the industry has largely transitioned to many instances of privacy and compliance,” Kowalick says in this video interview with Beet.TV contributor Rob Williams.
Connecting Data Across IDs
With data deprecation and new media channels leading to increased data fragmentation, Kowalick believes that maintaining a view of the customer now requires connecting and translating across multiple types of identifiers.
“As IDs come to be, even as cookies do continue to exist, the amount of different publisher and platform IDs that are now there … to grow or maintain a view of that customer, you need to connect and translate across every kind of ID type,” he says.
TransUnion’s strategy is based on the needs of its clients to be configurable in how data linkages are created, according to Kowalick. The company can take any identifier and resolve it to a persistent individual or household ID.
“We’re continuing to build for a cloud-native future with transferless identity, where translation services happen natively in the cloud,” he says.
Enabling Data Sharing Without Movement
Kowalick explains that cloud-native identity allows marketers to share their first-party data without having to move it out of their own cloud environment, such as Snowflake, AWS or GCP.
“With Cloud Native, that same marketer is probably managing their own data today, their own first-party data in a cloud environment,” he says.
“Native identity allows for that marketer to stay within their own environment and access TransUnion data securely without ever having to move that data.”
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