“Now isn’t the time for quick fixes or unsustainable identity solutions – though many have emerged this past year (think: fingerprinting or “universal” IDs). Ultimately, these “workarounds” have an expiration date too, as they are equally as flawed as the third-party cookie they intend to replace. They won’t restore consumer trust, they’re not secure and many aren’t even commercially available.,  says Travis Clinger of LiveRamp. “The good news” he says “is that there is emerging consensus, industry-wide,…

“Too many companies are still focused on top-of-funnel metrics like opens and clicks, as opposed to what really matters most — loyalty and long-term customer lifetime value,” says Myles Kleeger, President and Chief Customer Officer at Braze. “Those factors depend on building relationships, which in turn depends for many of today’s customers on two-way interactions.” Businesses used to get by with fixed and predictable storefronts, whether physical or digital. Advances in personalization can revitalize the…

Do look a data gift-horse in the mouth. “Advertisers can only bulletproof identity solutions by insisting that technology partners demonstrate the provenance of their privacy cohorts without browser tracking,” says Ray Kingman, CEO at Semcasting, Inc.. “Regardless of which proprietary identity resolution option works out, advertisers need to be certain that the solution they choose allows them to continue first-party onboarding and third-party audience creation.” “Platforms, lawmakers and, most importantly, consumers, have spoken. We’re changing the…

“Some internet gatekeepers believe pseudonymous identifiers pose such a high privacy risk that they must be policed by a centralized authority,” say Joshua Koran, head of innovation labs at Zeta Global. “That means centralizing the generation of the identifier and its processing. Yet such proponents are either redundantly acting alongside regulators or even worse writing brand new regulations for each country.” “Given the impact on all web stakeholders, we would hope the rules that govern the…