David Cohen, CEO of the Interactive Advertising Bureau (IAB) joins eMarketer co-founder and Insider Intelligence chief evangelist Geoff Ramsey to discuss how digital advertising is adapting to changing times, including the growth of the connected TV ecosystem, developments in privacy regulation, the quest for marketing attribution, and the need for identity resolution in a post-cookie world.

Marketers see third-party cookie deprecation as a near-term challenge, but this change also presents an opportunity to prioritize identity management strategies and quality data.

Neustar's Devon DeBlasio says that as brands step back and reevaluate marketing strategies during the coronavirus pandemic and beyond, they should also rethink the way they communicate consumer privacy and identity, given advancements in identity resolution.

Several pointed to the amount of collaboration going on among independent players in the industry to innovate new solutions for identity resolution, targeting, and measurement.

While the walled gardens will thrive in a cookie-less world, the open web, including many prominent B2B publishers, is innovating now to solve for identity resolution and hopefully before cookie fidelity makes its final exit.

We are building out expanded capabilities around our data lake, customer data platform (CDP), identity resolution, and personalization tools across on-site and marketing touchpoints. They’ll deliver orchestrated campaigns utilizing our global segmentation model and retention playbooks. As we approach the holiday season, do you think consumers will continue to rely on ecommerce?

Those marketers are investing in products such as customer relationship management (CRM) systems, data management platforms (DMPs), customer data platforms (CDPs) and identity resolutions. As digital marketing becomes more automated and data-driven, it has become crucial for its practitioners to corral the data they rely on. For many marketers, this is a difficult task to accomplish.

Measurement "allows B2Bs to actually understand the journey and if the audience is taking actions after interacting with your content," said Spencer Smith, head of product marketing at Liveramp B2B, an identity resolution and data provider. Marketers should look for signals: Did a lot of people from one company register for a webinar?

“There's efficacy in brands having a virtual presence online under their own dot-com and a similar experience with Amazon,” said Mike Sands, co-founder and CEO of data onboarding and identity resolution provider Signal. A September 2018 survey from Feedvisor found that 45% of US brand respondents said they weren't selling products on Amazon.

., a trusted, neutral provider of real-time information services and the leader in marketing intelligence, customer identity resolution and unified measurement for Fortune 500 brands. Prior to Neustar, Devon led product marketing efforts at shopping commerce platform Curalate, as well as the dynamic creative optimization ad server PointRoll (Sizmek).