As the clock runs down on third-party cookies, many different methods and technologies purport to offer the solution to targeting consumers.
But Amy Yeung thinks that proliferation may be bad.
“I’m hoping that, as well as many other leaders in the mar-tech ecosystem, can come to some sort of transparent and open framework,” Yeung says. “I think that’s one of the considerations that has otherwise been missing from some of the dialogue that’s been happening right now.”
In place of cookies are technologies like identity graphs, which multiple vendors are building by taking privacy-compliant data from a range of sources.
Also, more marketers are looking at building more direct and opted-in relationships with consumers, complying with legislation like GDPA and CCPA.
But Yeung says: “The industry is so interdependent and interrelated. To be able to get the big data insights, it really requires more ecosystem involvement. That data alone in little bits and pieces really isn’t valuable to anybody, really doesn’t send the right signal or the right opportunities for companies to really tailor their products to the consumers.
“The insights really are a collective concept – there isn’t a true technology today or a true standard that provides transparency across all companies.”
Yeung also says she sees ad agencies as “frozen” when it comes to responding to changes like the end of cookies and the emergence of privacy regulation.
“That’s why there needs to be more dialogue and some industry consensus building on what we can do overall to preserve the large body of data that we have,” she says.
The interview was carried out by Beet.TV director of editorial and strategy Jon Watts.
This video is part of Beet.TV’s coverage of RampUp, LiveRamp’s summit for marketing technology in San Francisco. This series is co-sponsored by LiveRamp and ZEFR.