MARCO ISLAND, FL — Companies involved in advertising have spent the last couple of years adjusting to a world in which digital identifiers like cookies and device IDs are drying up.
They have traditionally been used to match and target audiences. Replacements include a range of identity technologies, in what is a significant upheaval.
But Jeremy Hlavacek sees the up-side. Hlavacek, Chief Commercial Officer, Experian Marketing Services, says he sees the change as a positive development as these technologies were not originally intended for their current use in advertising.
Identifying the identifiers
Hlavacek says the post-cookie identity infrastructure options are “fragmented”, with many companies offering solutions.
“We have a business around identity and it’s competitive and has lots of strategic implications for a variety of players.”
Experian Marketing Services is a division of Experian, the information services company. It provides data-driven marketing solutions, such as data management, segmentation, analytics, and cross-channel execution.
There’s another area of media that is fragmenting, too – measurement.
In 2022, more TV operators began adopting new measurement providers and currencies to better assess their cross-platform consumption.
Hlavacek says Nielsen has “a lock” on TV measurement and says its staff are “experts”. But, he says, customers are making new asks.
“As the world is changing, I think marketers and platforms and partners are asking a very fair question of, ‘Hey, could we look at this through a different lens?’,” he says.
“There’s a lot of alternative companies that are popping up to answer that question, and many of them are doing a good job.”
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