Tuesday, March 5, 2024

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    Media Briefing: Ad buyers say it’s still too early for them to pick which alternative IDs to prioritize

    Market check on alternative IDs

    Some publishers may be seeing enough results from alternative IDs to start prioritizing specific third-party cookie replacements. But agency executives say it’s still too early to definitively declare which alt IDs the buy side is getting behind.

    “At this point in time, we’re not prioritizing any specific identifier solution,” said Josje van den Bos, Dentsu’s head of addressable media, who typically works from a global perspective. “Since we tend to work for a large number of really big advertisers, it is key for us to not really exclude or prioritize one over the other, but to offer bespoke solutions where required.” 

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