ARF Town Hall: Ad Measurement’s New Identity Challenge

You invested in targeting customers, measured the results, tweaked your investments and then find the rules and tools of the game have changed. Welcome to the new identity era.

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).

Join us on April 27 for our first ARF Town Hall of 2021, a focused hour on Ad Measurement’s New Identity Challenge. We will help 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.

How can we attain privacy-compliant data that can’t be reverse- engineered to identify an individual? We will examine solutions and ask more questions. This is an opportunity to gain deeper clarity into how the advertising ecosystem is changing and specifically, what those changes mean for you.