Augmenting Advertising

Both advertisers and publishers are making efforts to harness first-party data and develop new solutions as well as leverage alternative user targeting methods to help restore trust among sceptical digital consumers. While this intent is commendable, the ecosystem has a long way to go to develop a credible solution for the loss of third-party cookies and MAIDs.

The entire industry, including publishers, must continue to take positive steps forward on this journey to privacy, compliance, and respect.

The right Identity Graph plays a critical role in ingesting that data and creating those linkages to determine what consumer behaviors the campaign influenced.

The time has come for publishers to hold themselves accountable and play their part in bringing transparency to the industry. It starts by understanding that ads.txt is a great tool that should be utilized to its fullest extent.