Increased checks on third-party cookies, mobile device IDs, and IP addresses have made it more difficult for advertisers to provide meaningful experiences for customers. As a result, publishers and advertisers alike are finding ways to personalize customer travel without the need for unauthorized tools and browser IDs.
Previously, the advertising and marketing industries did not provide adequate transparency or explain how data is used to provide value to consumers. Consumers have not made it abundantly clear that content on news sites and elsewhere is being kept free instead of targeted advertising based on data that people share with publishers. Subsequently, credibility was lost.
The industry now has the opportunity to reclaim this trust and build an ecosystem that prioritizes privacy and gives consumers more transparency and control, while offering publishers stronger revenue models and better ROAS for advertisers.
The best way to put this new habitat into practice is to offer clear and fair value exchange. When customers authenticate, they share their identities in a transparent manner to gain access to meaningful content. Instead, they know they can use their identity to create personalized ads. Users share their identity with trusted publishers to gain access to the content at no cost. By adopting this approach, users are guaranteed transparency, control and choice, while also getting publishers back in the driving seat and being able to more accurately manage their relationship with users and advertisers.
Marketers want to buy people-based and addressable products — and publishers need to do this as straightforwardly as possible so they can order higher CPMs and perform better.
To enable data-intensive targeting, publishers can identify their authorized users in real time, which means they can unlock the real value of their products, open new revenue streams to compensate for the loss of third-party cookies and other identifiers, and compete with walled gardens.
Authentication-based solutions enable the addressee through the habitat, which allows marketers to reduce and / or eliminate the dependence on third-party cookies. Advertisers can connect their audience to authentic inventory in the same way they do today – either through the DSPs they are currently dealing with or through private marketplace deals with SSPs, so there is no need to update existing processes.
In addition to the benefits to users, publishers, and advertisers, technology platforms also have ways to reap the rewards of authentication solutions. Authenticated data is more consistent than third party cookie data, has higher security standards and enables better privacy audit trials.
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