Cheatsheet: How marketers are planning for ‘post-cookie’ digital media

Cheatsheet: How marketers are planning for ‘post-cookie’ digital media
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Conversations around how best to create scaled, single user-ID propositions — also known as people-based marketing, audience planning, identity or ID management, to name a few — continue occurring. Whatever the name, the race is on to own the best-scaled consumer ID proposition. The need for them persists: Mobile continues to eat the world, making cookie-based targeting increasingly obsolete. Plus, urgency around competing with the scaled persistent ID propositions of Google and Facebook is top of mind, particularly for the ad tech and publishing industries. Now, the General Data Protection Regulation is adding another layer of complexity. “First-party ID management is evolving, as the need for consent will intensify over the next year and put pressure on the archaic streak of user data capture and storage,” said Amir Malik, digital marketing head for Accenture. Here’s a cheatsheet on the state of scaled consumer ID propositions: Key players Agency holding groups have invested heavily in building scaled customer ID propositions over the last year. WPP’s mPlatform launched a year ago, with the aim of building an “mID” for its customers across devices — similar to a Google or Facebook ID. Dentsu Aegis Network-owned performance agency Merkle rolled out its M1 platform , which stores the consumer IDs of around 280 million people in the U.S. based on personally identifiable information like names and email addresses, to Dentsu Aegis Network media agencies in the summer. Omnicom has its own audience-based planning platform called Hearts & Science, which builds identity graphs for […]

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