Prior to joining, he was head of seller growth at eBay and vice president of sales at Criteo, a company that pioneered retargeting technology. He has a B.A. from Brown University, a J.D. from Georgetown University, and is a Fullbright Scholar. Robert Cornell is vice president of sales at Zenreach.
Those in charge of the effort recently announced Nielsen, LiveRamp, and Criteo will also participate, a positive signal for its viability as a universal identifier. But the problem of consumer consent will remain. UID 2.0 is a single sign-on solution, meaning consumers will need to opt in and use it.
Criteo polling in February 2019 found the top reason for returning to a brand purchased before was “best value for money,” cited by 66% of US internet users, followed by “lowest prices” (51%). It’s hard to find a category where consumers en masse are not looking to save money. In December 2019 Adobe Digital Index polling, 78% of US internet users rated price as important when buying electronics.
Programmatic technology provider Criteo has also introduced a framework proposal, SPARROW (Secure Private Advertising Remotely Run on Webserver). But AdExchanger reporting from July suggests progress at the W3C has been slow. Publishers with the technological wherewithal—and user base—have also come out with new options to continue using targeted ads in a more consumer- and privacy-friendly way.