Is your email address the new cookie?

Retargeting is successful. No one is arguing that. The .70 percent click-through rates generated by retargeted ads outdo the meager industry average of .07 percent. But the cookies that make much of this retargeting possible have severe limitations. They are a product of the mid-’90s, when we only had one device (a desktop PC) and one browser, and they have an average life of about three days.

Since then, Internet usage has increased 6 times, and over half of time spent online is through mobile devices. Cookies are notoriously device-centric, so an alternative must be found for a cross-channel, cross-platform and cross-device solution. In his presentation at the Digiday Programmatic Summit, LiveIntent’s vp of engineering Kyle Brown nominated an unlikely but well-known hero: the email address. Email addresses are considered strong IDs because they’re the same regardless of of browser or device. And a logged-in audience is much more valuable than an anonymous one.

https://digiday.com/?p=77192

More from Digiday

Ad Tech Briefing: Start-ups are now table stakes for the future of ad tech

Scaled ad tech companies need to maintain relationships with startups, when the sector is experiencing ongoing disruption due to AI.

Inside Kristi Argyilan’s RMN playbook: Lessons from the ‘godmother’ of retail media

Uber’s global head of advertising Kristi Argyilan says the future of retail media hinges on real-time relevance, brand differentiation, and breaking free from a one-size-fits-all playbook.

Digiday+ Research: More than half of marketers invest in TV and streaming, with an eye on impressions and branding

The majority of marketers are directing ad spend toward TV, with a focus on ads that drive impressions and branding.