CHICAGO – The advertising industry is only just wrapping its head around the necessary and beneficial move from indiscriminate ad targeting to identity-based audience targeting – but now the solutions on offer for the latter already look like splintering.<\/p>\n
That’s the view of one ad-tech exec who says advertisers may have to accept that what comes after cookies is several different solutions altogether.<\/p>\n
But Ryanne Laredo, Amobee Chief Customer Officer, says that it’s perfectly possible to stitch together those solutions in a meaningful way, so that advertisers can benefit frmo an overdue upgrade to traditional ad-tech infrastructure.<\/p>\n
Three main trends are challenging accepted ad techniques:<\/p>\n
Laredo explains why this emerging ecosystem will be an improvement, not a downgrade.<\/p>\n