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    VideoAmp touts its commingled ID solution as a step forward in a cookie-less world

    Much like a band that just stopped playing but most of the audience already left a long time ago, Google’s looming banishment of ID cookies forever will come when most of the marketing ecosystem has already moved on. After all, necessity forced them to find alternatives to identifying (and tracking) the most likely consumers to buy their products or services.

    One of the newer alternatives working the video space comes from measurement firm VideoAmp, which has introduced the ability to commingle various ID sets into its clean room technology, Digiday has learned. The tech is already available to current users of VideoAmp’s measurement software and aims to offer a clearer picture of consumer identity while maintaining privacy safeguards, by virtue of its presence in clean room tech.

    That tech aims to safely incorporate a variety of identifiers, including hashed emails, signed-in users, IP addresses and device IDs — but ensuring any given consumer’s personal identifiers are privacy-protected from VideoAmp, its partners or clients.

    Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

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