Thanks again to everyone who made time to join us for Identity in Action: How Prohaska and Lotame Challenged Cookieless Industry Hype. We hope this exploration of the Post-Cookie Targeting Analysis (PCTA) project sparked ambition for all who attended and we look forward to hearing future success stories from marketers navigating the swiftly evolving data & identity landscape.
Thank you first and foremost to our partners at Lotame for being the boldest first movers in adtech and providing the data to test our initial overarching hypothesis—i.e., that successful targeting in a post-cookie world will necessitate a complex cocktail of deterministic, probabilistic, and contextual identity signals. An extra special thank you is in order to Lana Warner, Sr. Director of Partnerships & Strategic Solutions, Spherical @ Lotame, for sharing learnings from the campaigns in question, and to our guest speakers, Erika Minor, Director of Audience Solutions at OMD EMEA, and strategic advisor Jana Meron for contributing their expertise and insights. We’re also extremely grateful to Angelina Eng, VP of Measurement and Attribution at the IAB and her entire team for their support in evaluating and validating the PCTA methodology.
Last, but most important of all, thanks to all of you for joining the conversation and asking thoughtful questions that will continue to inform our exploration and experiments within the data & identity ecosystem.