The Garden of Identifiers

The Garden of Identifiers April showers bring May flowers, but when it comes to recognizing and reaching customers in the digital world it's a jungle out there! Join us for a stroll down the garden path to learn about some of the tools available, where and how well they work and what marketers can do about performance. The Green Thumb Guide to the Garden of Identifiers 1 21 Cookies IDFA AndroidlD Method of identification with a high Google's advertising identifer Apple's advertising identifer that works only in ios that works only in Android mobile app environments deletion rate with third-party blocking and regulations mobile app environments POISON CAUTION! CAUTION! 4 MAC Address 5 Fingerprinting 6 Device Recognition Deterministic identifier that permanently A probabilistic approach to recognizing Invasive method of permanently identifying a device for tracking that is not privacy compliant devices that works across all links device activity back to a user, platforms and environments which raises privacy concerns Welcome to the Greenhouse Let's see how well each identifier works in different environments 14 CAUTION! CAUTION! DANGER! DESKTOP CAUTION! CAUTION! DANGER! ios ONLY ANDROID ONLY MOBILE APP CAUTION! CAUTION! DANGER! ROID ONLY MOBILE WEB CAUTION! CAUTION! DANGER! AND ROID ONLY *BRIDGED MOBILE *The ability to recognize a session whether in mobile web or app GARDENER'S NOTEBOOK OF IDENTIFIERS Efforts are underway to cultivate a number of 'super identifiers' that solve the audience recognition crisis by working across the environments described above. Several varieties have sprouted up: "WILD" Of the 'open-Source" variety - these identifiers appear to grow anywhere but their performance and maintenance is unpredictable "ENGINEERED" Developed by specific companies for their own internal use - these may work well in certain conditions but can't be transplanted "UNIVERSAL" Commercially developed and maintained, these identifiers are designed to be neutral and omni-present - they deliver the broadest universal adoption grounded in their ability to grow and thrive in every environment Every gardener knows that the right fertilizer is critical to a healthy garden. What is the right mix for the garden of identifiers? Some will tell you it's all about accuracy, while others will say it's all about reach. The truth is more complicated! REACH ACCURACY PRIVACY మ PERFORMANCE This is the balance of the three and can be tuned to meet a marketer's specific needs and the ability to measure overall campaign effectiveness ADTRUTH This has been brought to you by AdTruth, a division of 41st Parameter and a part of Experian. O 4ISTPARAMETER A part of Experian A partof Experian