Singapore – Xandr, the advertising technology unit of telco AT&T, has launched an industry guide called ‘Shaping the Future of Identity’, which aims to prepare buyers, sellers, and market participants for a future without third-party cookies.
As privacy among consumers is growing stricter, the deprecation of third-party cookies nears. With this, marketers need to adjust buying strategies to ensure their programmatic advertising investments remain effective and efficient, reaching customers across screens in a non-intrusive and privacy-safe way.
The ‘Shaping the Future of Identity’ guide by Xandr aims to provide a look at the impending path forward. It will be offering insights from Xandr executives and industry leaders, and will look at how the identity landscape is changing and what number of solutions are best responses, such as from industry IDs to contextual targeting and curated marketplaces.
Captify’s SVP of Partnerships Matthew Papa shared that as the loss of third-party cookies approaches, advertisers’ top concern is how this will impact their ad performance and their bottom line.
“Innovative solutions are emerging for the advertising market that empowers advertisers to reach high performing, intent-powered audiences at scale. In fact, Captify’s Search-powered Contextual available via Xandr’s platform is a compelling alternative to cookie-based segments and standard contextual offerings in the market,” said Papa.
Meanwhile, Samuel Tan, the senior director of market development at Xandr APAC, said that the rapidly changing identity landscape has led the advertising industry to reach an inflection point, and that both publishers and marketers are central to writing the next chapter.
“A collaborative approach driven by a core belief in the need for an open internet will be essential for the success of both buyers and sellers in the new era of digital advertising,” said Tan.
The ‘Shaping the Future of Identity’ guide is already available on Xandr’s website.