‘We can’t afford to put all our eggs in one basket’: Advertisers start long-overdue reappraisal of post-cookie identifiers

Marketers still reeling from Google’s rebuke of user-level identifiers are scrambling for answers as the ground shifts beneath them.

To get a foothold, they are focusing on what little detail they do have: they will only be able to use technologies from Google’s Privacy Sandbox like FloC — cohorts of browsing patterns of a group of people rather than an individual — in Google’s own ecosystem, and can use other solutions like the Unified ID 2.0 outside of it. 

Understandably, marketers are feeling the pressure to evaluate the relative risks and benefits of each approach before committing to a preference. From understanding data and reviewing tech stacks, processes and teams, to investigating different identifier solutions and testing contextual solutions, there’s a lot for marketers to unpick. Read more here…