Balancing Data-Driven Advertising and Data Protection – Identity 2023

  • Posted by Valbona Gjini
  • On Jan 30, 2023

Session one from our flagship event, Identity 2023, was ‘Balancing Data-Driven Advertising and Data Protection’. In this fireside chat, Mathieu Roche, CEO and Co-founder of ID5 sat down with Prof. Garrett Johnson of Boston University to discuss this very topic.

If you missed the session or want to revisit it, you can click below to access it on-demand now. What can you expect from the discussion? Highlights and key topics include:

  • Advertising as a force for good – it pays for content and services that we as consumers don’t have to pay for
  • We are losing 50-75% of the value of advertising because of cookieless browsers. The consequence of this is that the content creators who produce news, entertainment, apps and so on have less money to work with to create the content that we value on the internet.
  • Research suggests that the decrease in the value of advertising could be leading to an increase in the volume or intrusiveness of ads to make up for it.
  • Targeting is important but there are other essential items that often get missed in the conversation surrounding the value of identifiers for advertising: measurement and optimisation.

And if you’re looking for more from the event, stay tuned for the publication of all eight sessions in the coming weeks. As a recap, this year’s event produced eight thought-provoking sessions brought to you by leaders from across the industry as our event partners, such as Amobee, MediaMath, PubMatic, Sovrn, Unruly and Verve Group. Session topics include balancing data protection and data-driven advertising, the link between addressability and profitability, the importance of interoperability, a changing privacy landscape, the evolving role of the SSP, how publishers can fill the identity gap, the mobile environment and what the future holds for identity.