Just as there is no single technology that can replace the cookie, there is no one-size-fits-all identity strategy template for advertisers to follow. The identity strategy you will pursue depends on your starting point, and falls into three distinct categories that Flashtalking breaks down'.
Our third building block of Flashtalking’s Identity Framework, IDConnect, provides digital marketers with the flexibility to specify their preferred customer identifier to be used within the Flashtalking platform from a first-party ID, a partner’s primary ID or the FTrack ID. IDConnect will then use this chosen identifier to orchestrate a single view of identity to support measurement and creative personalization, all without the need for cookies.
Over the last few years, both Apple and Google have announced that they are going to discontinue support for third-party cookies in the name of consumer privacy. One of the early unintended consequences is that the market is being flooded with new identity solutions, many of which are based on hashed email addresses. It is somewhat ironic that the cookie—a completely anonymous identifier that the consumer can easily control in the browser settings—could be replaced by a hashed email identifier built from PII without the consumer’s consent.
Mattel recently turned to Flashtalking for aid in streamlining their creative production process, in an effort to increase engagement via personalization and to optimize existing workflows. To do so, Mattel tapped DSP MediaMath and Flashtalking to develop a new DCO strategy. Using keyword targeting, Flashtalking enabled Mattel to target parents with children across different age groups with age-relevant product messaging across twelve European markets.
The first building black of Flashtalking’s Identity Framework, FTrack, is a cookieless tracking technology that uses probabilistic device recognition to derive a privacy-friendly persistent ID for each device. FTrack ingests more than 30 non-PII signals (e.g. browser-based, device-based, and network-based) and employs machine learning algorithms to assign a unique FTrack ID to each device.
John Nardone, CEO of Flashtalking and the “Yoda of ad tech” joins the Real Identity podcast to talk about the evolution of ad tech and how the basics of marketing—getting the right message to the right person—is still the Holy Grail. With a healthy dose of Star Wars references, this conversation will help you understand the varying roles of ad tech players and how they align to ensure performance for clients and the all important balance between media and creative.
Identity underpins every aspect of the campaign lifecycle, with cookies and MAIDS currently serving as the backbone. However, with the imminent removal of these identifiers, advertisers must find a new way to safeguard their campaigns for the future. Enter Flashtalking, who has the resources to ensure your campaigns are future-proof.
For the first 15 years of the programmatic industry, the Identityscape consisted of two IDs: the cookie and the mobile address identifier (MAID). Life was relatively easy in that one could buy, sell, measure and optimize based on these two IDs.
Flashtalking has made it our mission to make it easy to execute end-to-end omnichannel campaigns, accelerating the speed to market and streamlining the process so resources can be optimized.
