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
Time has started serving ads to AI bots
Time is selling ads targeting AI bots, betting that markdown pages will make its content (and advertisers) more visible in AI search.
Inside Unilever’s 300,000 creator network: the logistics behind the headline number
Unilever says it works with 300,000 creators, but not all of them play the same role. Agency executives explain what that number means.
OpenAI’s ChatGPT reaches the coupon stage of building an ad business
The company is preparing to offer promotional ad credits to advertisers to encourage more marketers to test its ChatGPT ads offering.