Identity 2022 sessions: ID in Action: How Publishers Are Implementing Cookie Alternatives with Piano

  • Posted by Valbona Gjini
  • On Feb 24, 2022

ID in Action: How Publishers Are Implementing Cookie Alternatives by Piano was the fourth session of our annual event, Identity 2022, airing back in January.

In this session, Piano’s Joanna Catalano joins Relevant Digital’s Olli Järvilehto, and IPM Group’s Olivier Evrard to discuss publisher implementation of identity solutions as traditional identifiers disappear.

Let’s take a closer look at what was covered:

  • The discussion primarily centres around publisher tactics to navigate the cookieless future. Specifically, looking at stats published by Digiday to illustrate where these different tactics sit on the priority scale for publishers between Q1 2021 and Q4 2021.
  • Alternative identifiers are an asset, with publishers doing active testing and seeing positive results. Cookieless browsers, such as Safari and Firefox, are ideal testing beds for analysing the effectiveness of alternative identifiers.
  • The ability to measure ads as a concern for publishers – how are IPM Group and Relevant Digital approaching measurement?
  • Biggest priorities for 2022 – including the continuation of cookieless preparations and testing.

Watch the session from Identity 2022 below.