Consumer privacy is driving fundamental change in the audience, targeting, and measurement tools marketers use every day. User consent is at the heart of this change, as platforms put consumers in control of the data they generate through things like web browsing and app usage. As new marketing tools emerge, one thing is absolutely certain - “identity” as we know it in digital marketing, is changing for good.

This webinar will walk you through where we are in this evolution, what to watch for next, and specifically the role of GeoSpatial Data as a core tool for the future.

If you are new to the topic of Identity Change in Digital Marketing, here is a little primer to get you ready for the webinar:

Today, marketers use unique identifiers to target consumers with relevant advertising. These identifiers are privacy compliant and contain no Personally Identifiable Information (PII). Examples of these identifiers include:
• 3rd party cookies in web-browsers (Chrome, Safari, Firefox, Microsoft Edge, etc.)
• Device IDs in mobile apps (Google’s GAID, Apple’s IDFA)

The most common use cases of these identifiers are:
• Reach and frequency management
• Audience creation, segmentation, and activation
• Conversion tracking
• Attribution

Without unique identifiers, the basic use cases above are not possible.

While Safari and Firefox both removed 3rd party cookies in 2019, it did not impact the marketers’ tool kit as these two browsers did not represent enough user-share to make a difference. All that is changing with Apple IOS switching to a consent-based framework and Google Ads steadily removing 3rd party cookies over 2021.

So what’s a marketer to do?

The future of digital marketing will require marketers to adopt some combination of the following practices:
• Walled-Garden Cohort based targeting
• GeoSpatial Open-Web targeting
• Alternate Open-Web IDs
• Contextual Targeting