‘We need an ad exchange for identity’: Overheard at the Digiday Programmatic Marketing Summit
By Tim Peterson
Programmatic marketing is seemingly as complicated an endeavor as ever.
The third-party cookie is going away (eventually, probably), but cookieless identifiers remain somewhat half-baked. First-party data has become increasingly important, but privacy concerns and privacy regulations have also increased. Personalization is a priority for many advertisers, but it comes with added costs. Ad tech firms are becoming much more capable, but this is making the programmatic supply chain a bit more complicated.
These were among the top topics discussed by brand and agency executives during a pair of closed-door sessions at the Digiday Programmatic Marketing Summit, which kicked off on May 22 in Palm Springs, California. The conversations were held under the Chatham House Rule, so Digiday could share was said while maintaining the executives’ anonymity. Here is a sampling of the conversations.
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Source:: Digiday
