There is a lot of noise in the marketplace around identity solutions, with a flurry of new products purporting to address life after third party cookies. But in the absence of clarity on how the browsers will dispatch their self-appointed internet gatekeeping duties, there remains a gap between the ideas and proclamations of today and the meaningful and actionable solutions our future needs. It’s important to admit that as an industry we are in a period of trial and error.
We will see many solutions tested and fail. But innovation often comes on the heels of failure. Ultimately we know that audience based ad buying is not going away. Trusted relationships that start with the consumer at the center are key and these approaches will thrive, while many others will wither.