It’s time to build an ecosystem that is rooted in consumer trust and puts the consumer first, says Tim Geenen, Managing Director, Addressability Europe at LiveRamp.

Increased monitoring of third-party cookies, mobile device IDs, and IP addresses has made it increasingly difficult for advertisers to continue to deliver meaningful experiences to consumers. As a result, publishers and advertisers have found ways to personalize the consumer journey without the need for unauthenticated device and browser credentials.

In the past, the advertising and marketing industries have not provided enough transparency or explained how data is used to bring value to consumers. It has not been made clear to consumers that content on news sites and elsewhere remains free in exchange for targeted advertising, based on the data people share with publishers. The truth is that advertisements enable the free flow of information and entertainment on the internet, but that has been poorly explained. Subsequently, confidence suffered.

The industry now has a chance to earn back that trust and build an ecosystem that puts privacy first and gives consumers more transparency and control, while promising stronger revenue models for publishers and better ROAS. for advertisers.

Deliver authentic value

The best way to put this new ecosystem into practice is to offer a clear and fair exchange of value. When consumers authenticate, they transparently share their identity in order to access relevant content. In return, they know that their identity will be used to create personalized advertisements. Users share their identity with trusted publishers to access content for free. By taking this approach, users are guaranteed transparency, control and choice, while publishers are put back in the driver’s seat and able to more closely manage their relationships with users and advertisers.

Marketers want to buy people-based, addressable inventory — and publishers need to make that as easy as possible, so they can get higher CPMs and deliver better performance.

Benefits for all

Publishers can identify their authenticated users in real time to enable data-driven targeting, meaning they can unlock the true value of their inventory, open up new revenue streams to compensate for the loss of third-party cookies and other identifiers, and compete better. with enclosed gardens.

Authentication-based solutions enable addressability across the ecosystem, allowing marketers to minimize and/or eliminate their reliance on third-party cookies. Advertisers can connect their audiences to authenticated inventory the same way they do today: through the DSPs they currently transact with or through private marketplace agreements with SSPs, so it’s not necessary to revise the existing processes.

Beyond the benefits for users, publishers, and advertisers, there are also ways for technology platforms to reap the rewards of authentication solutions. Authenticated data is more stable than third-party cookie data, has higher security standards, and allows for better privacy audit trails.

Building for a better future

Authentication solutions are positive for the whole ecosystem. They build consumer trust, put both consumer and publisher in control, and create an environment where advertisers and publishers can more easily work together to deliver meaningful results for brands. For advertisers, in particular, there is huge potential to connect all of their first-party data to a people-based identity and leverage it to personalize their consumer journey across the internet.

It’s time to rebuild the modern ecosystem to transact people-based identity and move away from third-party cookie. It’s time to build an ecosystem that is rooted in consumer trust and puts the consumer first. And, in a trusted ecosystem, that trust is expressed through a seamless, privacy-focused authentication experience.

Want to hear top global brands discuss topics like this in person?

Learn more about the Digital Marketing World Forum (#DMWF) Europe, London, North America and Singapore.

Key words: cookies, trust

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