“When brands use their own data to know customers and prospects better, wonderful things start to happen. This is really about Identity – not cookies.”

“What to do:
  • Assess your current state
  • Embrace the first-party future.
  • Take ownership when it comes to identity and only allow processors (companies like identity providers or adtech partners) to

Consent seems to be the hardest word.

“Ad tech companies are investing in better consent and preference experiences for end users simply because they have no other choice but to try and emerge as brands that end users can safely trust,” says Romain Gauthier Gauthier, CEO and co-founder of French consent management platform Didomi.


“Cookie replacement solutions connecting first-party data to individual ads through universal IDs are coming, but rather than chasing a retooled version of a historically clunky solution, marketers should build new data frameworks that employ statistical modeling and AI to illustrate a probabilistic media journey,” says Mark Sturino, VP of data and analytics at Good Apple.

I’ll take it as a yes? You still need notice and consent even when using email-based identifiers.

The age of email-based identifiers is nigh. But are these cookie replacements actually as transparent about consent as promised? Digiday’s Kate Kaye says maybe not.

“Because many identity technologies, including Unified ID 2.0, use email addresses and other

“… Gathering consent on a connected TV requires striking a tricky balance between complying with the law, meeting consumer expectations, avoiding consent fatigue and not messing with the user experience.”

“Most consumers don’t read consent screens, privacy policies or T&Cs while they’re leaning back in their living room with a bowl of popcorn in their

On device technology for the privacy win?

“On-device technology, although more nascent than authentication, fingerprinting or decentralization, actually holds the most promise,”  says Michael Brooks, SVP of revenue at WeatherBug.

“Although it will be implemented differently across different operating systems, on-device tech will likely be the framework of the open web going forward.”

“In today’s

“In ad tech circles, fingerprinting is equally as insulting as the other F-word in primary school playgrounds. And so it should be, due to fingerprinting’s long-time association with intrusive, non-transparent and uncontrollable practices applied. In dark corners of the ad tech world, fingerprinting is used to create persistent identifiers without users’ knowledge or approval and