CHICAGO – Despite the traditional fabric of ad targeting being torn up, the key relationship between publisher and consumer can be restored by a holy trinity of new approaches.<\/p>\n

That is according to an ad-tech exec who sees the diminution of third-party cookies and mobile ad identifiers not as a negative but as a turning point.<\/p>\n

In this video interview with Beet.TV, Epsilon’s Sara Stevens says the solution is a combination of respect for privacy, increasing regulation and ability to use first-party data.<\/p>\n

Marketers are worried<\/h2>\n

The key issues include the deprecation of third-party tracking cookies, new regulation like GDPR and CCPA, plus Apple turning its IDFA (Identity for Advertisers) system into opt-in by default, reducing its footprint and usefulness.<\/p>\n

In October, Epsilon surveyed<\/a> more than 250 U.S. mid-to-large enterprise marketers from retail, financial services, CPG, restaurant and travel industries on the topic. Results included:<\/p>\n

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• 70% of respondents believe digital advertising will be adversely affected by these changes and will take a step backwards.<\/li>\n
• 69% of respondents believe the changes will have a greater impact than GDPR and CCPA.<\/li>\n
• Fewer than half (46%) of respondents are \u201cvery prepared.\u201d<\/li>\n
• Actions they are taking include building a customer data platform (67%), strategizing around first-party data (62%) and building out a private ID graph (60%).<\/li>\n<\/ul>\n

  Apple’s IDFA Change Will Hurt Publishers & Advertisers: Epsilon’s Elert<\/a><\/p><\/blockquote>\n