ID5 on the Road London: Post Event Recap

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  • On Oct 16, 2023

The ID5 team touched down in London this October to bring together industry thought leaders. During the session, experts shared their insights and success stories to help audience members shape a resilient addressability strategy in a world without traditional identifiers. 

Don’t worry if you weren’t able to join us in London, we’ve compiled the highlights from the sessions below. Read on to learn more!

State of Digital Identity 2023 Preview

We started off the event with an introduction from ID5’s CEO and Co-Founder, Mathieu Roche. In addition to sharing his thoughts on the industry’s current state, he gave audience members a preview of ID5’s 2023 State of Digital Identity Report. 

  • What cookieless alternative is the industry turning to?  Following 2023’s trends, respondents selected first-party universal IDs as their favoured cookieless solution. Universal identifiers are widely considered to be a privacy-conscious and future-proof alternative.
  • Identity Goes Beyond Cookies: Most of the discussion around identity focuses on the deprecation of third-party cookies and advertising at the browser level, but in actuality, identity extends far beyond this. Identity powers all forms of advertising, including ads in emerging channels like CTV, mobile, and gaming. According to this year’s survey, more than half of respondents believe the current identification system in CTV is ineffective. 

Fireside Chat with the Trade Desk

Brands are searching for the ability to understand their audiences and effectively manage campaigns across channels. Mathieu spoke with Stuart Coleman, Senior Director, European Identity, The Trade Desk to understand how the media buying platform is helping brands leverage cookieless alternatives by partnering with ID5.

  • The Trade Desk’s Approach and Partnership with ID5: The Trade Desk believes that there “shouldn’t be one ID to rule them all’, instead there should be a number of accessible IDs that the industry can rely on. To make this a reality the Trade Desk has created the Identity Alliance, a cross-device graph composed of leading identity graph providers. This summer the Trade Desk integrated ID5’s identity graph into this coalition of industry leading identity graph solutions. This allows advertisers on The Trade Desk’s platform to leverage ID5’s cookieless ID.
  • How do brands see the value of IDs? Brands have a desire to operate in an open web space while achieving the same outcomes that they would in closed environments where identity is more natively durable. Advertisers can leverage IDs to support holistic omnichannel strategies going into 2024.
  • Stuart’s predictions for the next year: In 2024 we’ll see an acceleration of the intersection of IDs and an increase in ID adoption. More publishers and brands will find ways to extend the value of IDs.

Is the Buy-Side Ready for a World Without Traditional Identifiers? 

To better understand buy-side preparedness we spoke with thought leaders that work with agencies and brands on a daily basis. 

  • Amelia Waddington, Chief Product Officer, Captify
  • Dan Hagen, EVP, Global Head of Media Experience, Havas Media Network
  • Matt Bennathan, Senior Vice President, Global Data, Zeotap
  • Claudio Annicchiarico, EMEA IT Director Marketing Technology, Formerly of Coca Cola

The all-star panel confirmed that the deprecation of third-party cookies is a step in the right direction as third-party cookies create privacy concerns ultimately doing more harm than good. Google is ripping the band-aid off and opening the door for more accurate identifiers, but how are brands actually preparing for this industry shift?

  • Brand Preparation For The Sunsetting of Cookies: Over the past 12 months brands have taken a more active role in preparing for 2024 by investing in non-traditional identifiers. That being said some brands may be over-relying on technology. Brands must take a collaborative approach to be successful. This means rejecting one-size-fits-all solutions but instead, working hand-in-hand with their technology platforms to solve identity challenges. 
  • Consumer Experience Matters: Consumer demands dictate regulations when it comes to privacy and determine brand perception. As brands prepare for the cookieless future delivering a better consumer experience should be top of mind.

Measuring the Value of Universal IDs

It is difficult to justify technology investments without measurement. ID5’s Chief Commercial Officer, Caitlin Borgman sat down with Arsan Aryanpour, Head of Commercial, Snack Media, and Rob Webster, Global Vice President of strategy, CvE, to discuss how to measure the value of universal IDs.

  • Google Will Be Fine Other Companies May Not: As the cookie deadline rapidly approaches, Rob encouraged organizations to use the remainder of 2023 to prepare. How can companies do this? Lean in, rather than wait for standards to emerge adopt a cookieless alternative today. After adoption, prioritize testing and adapting your strategy. Organizations that choose not to test cookieless alternatives must be prepared for revenue loss in 2024.
  • Measurement Matters: Measurement plays a key role in connecting brands with their target audiences. Targeting is useless if you are unable to accurately measure its impact. According to ID5’s State of Digital Identity report almost 60% of publisher respondents struggled with measuring the impact of the identity solutions they’ve implemented. Testing in cookieless environments, like Safari and Firefox, can help overcome this.

Personal and Non-Personal Identity Reconciliation: Use Cases & Methodologies

One of the biggest questions marketers have is whether they should target households or individuals. Davide Rosamillia, Director of Product Management at ID5, sat down with Georgina Bankier, Head of Global Platform Partnerships, Eyeota and Sarah Robertson, Director of Product, Experian UK to get their take. 

  • Privacy Matters: As data owners and stewards it is critical that any targeting activity is compliant with relevant privacy regulations and standards. It is especially important to note that individual targeting comes along with increased privacy concerns. Household IDs are more like cohorts of users, less niche but still privacy-focused. In the cookieless era brands must find scaleable privacy-conscious strategies to connect with their audiences.
  • Channel May Impact Your Targeting Strategy: TVs are typically communal and accessible to all members of the household. When running CTV campaigns marketers will want to target households rather than individuals, to generate brand awareness rather than individual conversions. Advertising to households can be particularly useful when thinking about the top-of-funnel marketing activities or goods and services that extend to the entire household like cars, vacations, household items, and consumable goods. Unlike mobile devices that usually belong to an individual, in this case, you would want to target a single user.