ExchangeWire: 2021 Predictions on Identity
Extracted from ExchangeWire, author Grace Dillon
2020 turned out to be a year like no other, and that was no less the case in the world of ad tech. Triggered by Google’s bombshell announcement that they would stop supporting third-party cookies on their Chrome browser by 2022, identity, and how to approach it, became a primary focus for many.
In our first in a series of prediction articles, figures from across the industry tells us what they think 2021 will hold for identity.
First-party identity-based data will command a premium
With the retirement of the third-party cookie, first-party identity-based data will command a premium, as will data partners who can provide scale and reach without an identity spine. Innovative companies dedicated to a consumer-centric future will continue to power compliant addressability and deep audience understanding, without sacrificing performance or consumer privacy.
Fiona Davis, chief operating officer, Captify
Read the predictions in full on ExchangeWire.
