Identity 2021: Why Household-Level Targeting & Measurement Will Help Marketers Succeed in a Cookieless World

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With the death of third-party cookies and new privacy regulations, marketers are left uncertain on how to navigate the new future of the digital advertising industry.

While marketers know these changes will impact their ability to execute targeted advertising, many believe it is a future problem. The truth is, we’re actually living in a cookieless present. Today, channels like CTV, browsers like Safari and Firefox, operating systems like iOS 14 and mobile apps are already cookieless environments. These changes have created a shift away from targeting and measurement at the individual level to the household level, where purchasing decisions are being made.

At our virtual event on June 10, we heard from representatives from across the advertising ecosystem, including Acxiom, Horizon Media, Magnite, Ogilvy, UM and Viant. They shared perspectives on how publishers, data providers, SSPs and DSPs are working together to prepare for today’s targeting and measurement challenges, as well as those yet to come.

The panel also discussed the importance of the household as a powerful clustered unit that drives the majority of purchase decisions and anchors brand affinity and why the Viant Household ID is one of the most scalable and sustainable currencies for the new programmatic digital universe – particularly because of CTV’s rise in popularity, changes in consumer behavior and the need to meet privacy demands.

Key Takeaways

Why the Viant Household ID is one of the most scalable and sustainable currencies for the new programmatic digital universe

How to evaluate whether your current partners are set up to succeed without relying on cookies, now and in the future

What are the major differences between the alternate IDs being offered in the market


David Skinner, Chief Strategy Officer, Acxiom

David Skinner
Chief Strategy Officer

Acxiom Logo

Autumn White, EVP, Managing Partner at Horizon Media

Autumn White
EVP, Managing Partner

Horizon Media Logo

Garrett McGrath, VP of Product Management, Magnite

Garrett McGrath
VP of Product Management

Magnite Logo

Shruti Tiwari, Senior Director, Engagement Planning, Ogilvy

Shruti Tiwari
Executive Director, Media Strategy & Customer Engagement (Moderator)

Ogilvy Logo

Arielle Garcia, Chief Privacy Officer, UM

Arielle Garcia
Chief Privacy Officer

UM Logo

Tim Vanderhook Image

Tim Vanderhook
CEO, Co-Founder

Viant Logo

For questions about the event, please contact Adelphic’s Marketing & Communications team at

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