ARF Town Hall: Ad Measurement’s New Identity Challenge

The first ARF Town Hall of 2021 was a focused hour on Ad Measurement’s New Identity Challenge.

Brands and publishers are grappling with the impending end of third-party cookies and the loss of mobile IDs, which could portend massive changes in the digital ad ecosystem.
These tectonic shifts in tracking consumers can be puzzling, but the solutions are equally complex, and can be bucketed into three approaches: Cohorts (such as Google’s Privacy Sandbox solution), Contextual and First Party Collaborative Data Sharing (such as LiveRamp’s Authenticated Traffic Solution and The Trade Desk’s Unified ID 2.0).

In this Town Hall, we helped make sense of the new ecosystem, including how Nielsen’s Identity Resolution System will work with the Walled Gardens using a “privacy sandbox” approach, in which brands and publishers come together and merge data. We examined solutions, asked questions and explored how we attain privacy-compliant data that can’t be reverse- engineered to identify an individual.

This Town Hall was an opportunity to gain deeper clarity into how the advertising ecosystem is changing and, specifically, what those changes mean for you.