The Future of Digital Advertising
Are you prepared for an identity-constrained future?
Advertisers want to identify their audience across devices and channels to deliver relevant experiences.
But in a way that respects consumer privacy and choice.
82%
of consumers are concerned about how companies are gathering and using their personal data.
BuT
83%
understand that sharing their data has perceived benefits.
IPG, The Person Behind the Data, Global, 2022.
The industry is moving towards a more
privacy-centric approach through:
The Shifting Privacy Landscape
Cookies are just the half of it.
Growing regulation is changing the way data can be collected and used, with governments worldwide taking action to protect consumer privacy.
Laws in effect
Future Laws
Safari
Deprecated cookies in
2018
Current market share
18%
Firefox
Deprecated cookies in
2019
Current market share
3%
Microsoft Edge
Deprecated cookies in
2020
Current market share
5%
Chrome
Plan to offer more privacy controls in
2025
Current market share
65%
Source: https://gs.statcounter.com/browser-market-share#monthly-202407-202407-bar
A future with two worlds
With change comes opportunity. Are you prepared?
Known
Addressable
Digital environments where we can apply ID solutions to recognize the user on a one-to-one basis.
Unknown
Non-addressable
Digital environments where we can’t recognize the user on one-to-one basis due to a lack of user identifiers (because of privacy laws e.g. user consent, or technology changes).
Growth in a changing World
A single ID is not enough. Prepare with an integrated approach.
TARGETING
ADDRESSABLE Inventory
Solutions based on persistent identifiers: user‑level targeting
NON-ADDRESSABLE Inventory
Contextual targeting
Ad delivery based on the website’s content, not the audience.
Platform solutions
Advanced targeting solutions based on browsers and platforms e.g. Google Topics.
Seller defined audiences (IAB)
Publishers’ first-party data matched against advertisers’ for targeting without needing a unique identifier.
Modeled audiences
Inferred audiences in ID-less environments leveraging machine learning and known users.
Activation
ADDRESSABLE Inventory
Solutions based on persistent identifiers: omnichannel, user-level frequency capping
NON-ADDRESSABLE Inventory
Modeled frequency capping
Trained frequency models applied to “unknown” audiences to mitigate ad overexposure and respect frequency settings.
Publisher-level frequency capping
Management and control of frequency capping on a publisher-level.
Measurement
ADDRESSABLE Inventory
Solutions based on persistent identifiers: Omnichannel attribution and user-level measurement
NON-ADDRESSABLE Inventory
Modeled measurement
Inferred conversions in ID-less environments leveraging machine learning and known audiences.
Platform solutions
Advanced targeting solutions based on browsers and platforms: SKAdnetwork.
Yahoo
ConnectID
Addressable
Identity-based
Yahoo ConnectID uses consent-based, first-party data to bring audiences to life in a world without cookies.
Known
Unknown
Next-Gen
Solutions
Non-addressable
Identity-less
When identity isn't available, our Next-Gen Solutions leverage billions of real-time signals to infer high-quality audiences.
