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.

“I think that’s good because cookies and mobile identifiers were not really made for how they’ve been used in advertising to date, so it was time to upgrade that technology,” he tells Shield Strategic Consulting’s Mike Shields.

“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.

Measurement opportunities

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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