“Now isn’t the time for quick fixes or unsustainable identity solutions – though many have emerged this past year (think: fingerprinting or “universal” IDs). Ultimately, these “workarounds” have an expiration date too, as they are equally as flawed as the third-party cookie they intend to replace. They won’t restore consumer trust, they’re not secure and many aren’t even commercially available.,  says Travis Clinger of LiveRamp.

“The good news” he says “is that there is emerging consensus, industry-wide, about what identity and addressability should look like in the future”:

  • Comprehensive and omnichannel people-based identity
  • Privacy front and center – don’t bypass direct consent. Rather, protect your brand’s reputation with solutions that directly connect a customer’s identity with their method of authentication.
  • Neutral and interoperable
  • Global reach
  • Measures of real performance: Authenticated identity, especially identity that doesn’t rely on third-party cookies or mobile ad IDs (MAIDs), generates far better results across key advertising metrics

Details in this AdExchanger piece.