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.
On June 8th, Apple released its latest announcement on upcoming changes in intended to enhance iOS consumer privacy. These changes, which are expected to be implemented later this year, mark a continuation of a trend that has been occurring over many years. Learn more about these updates and how they affect personalization and measurement efforts moving forward.
With the imminent removal of third-party cookies and mobile IDs (MAIDS), the world of digital advertising is entering unchartered waters. Because there is no single piece of technology that can replace the cookie/MAID, this new world will be much more complicated with media buying and measurement fragmented across multiple ID spaces.
Flashtalking lanza una Guía para que las marcas puedan sacarle el mayor rendimiento a sus campañas en este formato en un entorno cada vez más competitivo y fragmentado.
At Flashtalking, we believe in a free and open internet in which:
Publishers and advertisers may utilize their first party data, gleaned from permissioned interaction with the consumer, to deliver targeted ads and evaluate their effectiveness.
Publishers and advertisers may employ third parties to process that data on their behalf, as long as they fulfill a duty of care to protect that data from being used outside the circumstance for which it was permissioned.
Advertisers must be afforded the means to spend their ad dollars wisely, and the right to understand how their ads are performing. Anonymized data is essential for analysis of ads and campaigns.
Publishers and advertisers may utilize their first party data, gleaned from permissioned interaction with the consumer, to deliver targeted ads and evaluate their effectiveness.
Publishers and advertisers may employ third parties to process that data on their behalf, as long as they fulfill a duty of care to protect that data from being used outside the circumstance for which it was permissioned.
Advertisers must be afforded the means to spend their ad dollars wisely, and the right to understand how their ads are performing. Anonymized data is essential for analysis of ads and campaigns.
