How can ad platforms hope to front up against Google and Facebook when the fabric of ad targeting is being ripped apart?
By laying a new infrastructure, says Travis Clinger.
Third-party cookies are being deprecated by browser makers and Apple is switching its Identifier For Advertisers (IDFA) system to opt-in by consumers – threatening traditional modes of targeting users.
But, in this video interview with Beet.TV, Travis Clinger, SVP for addressability and Ecosystem at ad-tech company LiveRamp, says, amid this maelstrom, there is opportunity to build something better.
“In the past, what you would do is you would match that to a third-party cookie, and then we would have the DSP (demand-side platform) transact on their third-party cookie space,” Clinger says.
“But as we all know, the third-party cookies is already gone on 40% of inventory today, with Safari and Firefox, and is soon going to be gone on Chrome.
“We also know that the IDFA is going …