The new balancing act in digital media? Successfully gaining identity signals on audiences in an era of identifier deprecation, whilst staying on the right side of privacy imperatives.

That is how Samantha Jacobson, Vice President of Strategy and Business Development at Oracle, sees the twin compulsion in ad targeting.

In this video interview with Beet.TV, Jacobson describes how Oracle, whose Oracle Cloud has become a big player in digital marketing solutions, sees the landscape.

Jacobson says: “Consent needs to be on the forefront of every interaction. We want to be as transparent as possible, we want to make sure that consumers are benefiting from however they are engaging, whether it’s in television or in digital.

“And as a result, we believe that a lot of the data that has been available to date will dissipate as there are higher and more transparent barriers put in place to participate.”

Third-party tracking cookies are being deprecated, while Apple is switching its IDFA mobile identifier to opt-in, alongside GDPR and CCPA privacy legislation.

In other words, traditional identifiers are drying up, leaving advertisers looking for alternative, legal ways to identify their audiences.

Marrying signals

“We’ve really focused in on a key number of partners that have both the right data signal and consent in a way that we see as compliant,” Jacobson says, describing how vendors like TransUnion help out.

“(They) are able to marry the two together, the right level of signal, in addition to making sure that it is transparent and compliant with how we want to interface with consumers,” she says.

Oracle says that all its partners must be clear in how they are collecting user data in a consented manner.

“Ultimately, the focus is on the value we’re delivering to consumers and making sure that they have choice and transparency around how to improve their user experience,” Jacobson adds.

It could be brought in through first-party data, it can be through third-party data assets, to which we have access, it could be keyed off of emails, it can be connecting device IDs like cookies and mobile ad IDs.

But just as importantly, we think it’s important to plug in across all ecosystems, which would include Connected TV, OTT ecosystems, in addition to digital and some of the more traditional mediums.

You are watching “The New Media Reality: A Consumer-Centric View of Identity and Personalization Emerges,” a Beet.TV Leadership Series presented by Transunion. For more videos, please visit this page.