"Identity is crumbling, but intelligence is growing The ad industry has spent years optimizing around identifiers like third-party cookies and MAIDs, as well as cross-device graphs to link them. These signals and tools once enabled scale and personalization across digital channels. But now the cracks are undeniable, from IDFA constraints, widespread iOS opt-outs, browser-based restrictions and evolving global privacy laws."
"But rather than focus on the data we've lost, marketers should be paying closer attention to the data we can now use. Building a new intent-focused foundation Today's consumers leave behind signals that go far beyond cookies and device IDs. These signals, which are grounded in real-world behavior, offer a much clearer view of intent and decision-making. What does that look like in practice?"
Marketers no longer must choose between reach and relevance. Traditional identifiers like third-party cookies, MAIDs and cross-device graphs are eroding due to platform changes, opt-outs and privacy laws. Some marketers have turned to blunt contextual proxies or opaque ID solutions. Consumers now leave varied signals—verified movement patterns, location context, app ownership and usage, retail visitation and purchase history—that reveal intent. Combining these behavioral signals provides predictive power without invasive tracking or identity stitching. A behavioral, intent-focused foundation enables marketers to predict likely actions across channels, optimize targeting, and unlock both precision and scale.
Read at AdExchanger
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