Looking back, 2021 was a pivotal year for the addressability ecosystem with demands for greater transparency, significant innovation made by adtech companies, and continued Big Tech dominance. 2022 is shaping up to be a year where many leaders are looking to unlock the power of identity. We polled over 200 marketing and adtech leaders over the last year to help us better understand what to look for in 2022. Three identity trends emerged in the data.
Continued Diversification of Cookieless Identifiers
Respondents agreed that they must look beyond the third party cookie but when asked about which identifier will play a key role in “the cookie’s replacement,” their answers varied tremendously. Instead, Hashed Emails (HEMs), UID 2.0, First Party IDs, and Home IP all will play a key role in companies’ 2022 addressability initiatives. Working with partners that connect these identifiers together seamlessly will be crucial to their success.
Cross-Channel Measurement is Becoming More Important Than Ever
Complex customer journeys that span multiple ad-enabled devices create unique challenges for brands and technologies looking to measure advertising effectiveness. As the year progressed, more survey respondents emphasized how measurement was their number one priority in 2022. The increased importance of cross-channel measurement requires identity partners to connect multiple devices to each user. By incorporating the correct identifiers that match every notion of a person to their digital devices, identity resolution creates a sustainable measurement framework.
Different Data Partners for Different Needs
It is not uncommon to have multiple data partners. Not surprisingly, 70% of the respondents believe addressability solutions will not be a winner take-all market. Diversification of data partners can lead to incremental scale and additional linkages. Balancing multiple partners, resources, and cost is an important consideration when exploring new partners. Data partners who can provide multiple identifiers and seamlessly integrate into your current solutions will continue to grow.
TrueData’s Omnichannel Identity Graph now creates linkages to all relevant identifiers. Read more here.
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