Secure your place at the Digiday Media Buying Summit in Nashville, March 2-4
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.
See full video of his talk below:
Tech Talk with LiveIntent: Pixels or People? The Evolution of CRM Retargeting from Digiday on Vimeo.
More from Digiday
‘Creators as the new storytellers’: Over 10,000 apply to be part of Dick’s Sporting Goods creator program
Dick’s Sporting Goods is boosting its creator roster as it looks to play a bigger role in culture, events and social-media trends.
‘Agentic with a small a’: CMOs are adopting AI more slowly than it’s evolving
And the caution isn’t confined to large language models or flashy generative tools. It bubbles up just as clearly in decisions about agentic workflows.
Future of TV Briefing: WTF is server-guided ad insertion?
This week’s Future of TV Briefing looks at server-guided ad insertion, a newish method for inserting ads into streaming video on the fly.