Third-party cookies no longer provide reliable targeting or measurement due to low match rates, unreliable cross-device tracking, and growing privacy restrictions. Many advertisers and tech providers are moving away from cookie-based stitching of fragmented signals. Digital identity must be adaptive to users' changing contexts across apps, browsers, devices, and locations while honoring consent and privacy choices. Persistent universal IDs built from consented signals and machine learning can connect users at scale without relying on static methods. Systems must handle evolving legal and technical constraints in real time, processing recognition events billions of times per day to remain effective.
Most of the industry has moved past the notion that cookies were good enough to target and measure advertising on the web, Roche says on this week's episode of AdExchanger Talks.
In French, you have a saying: 'Like a Band-Aid on a wooden leg,' Roche says. 'It doesn't cure the patient, for sure, but it feels like it's an answer - a very bad answer.'
We need to adapt to evolving legal and technical circumstances ... and we need to do that in real time about 7 billion times a day every day, Roche says. No static methods of recognizing users will scale to that level.
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