Third-party identifiers, upon which programmatic digital display was built, have been under fire for years. Regulatory scrutiny has heightened and consumer sentiment around privacy has grown in favor of increased transparency into, and control over, where and how companies use personal data.

More than 75% of companies say they lack the ability to transform raw data into actionable insights that can improve customer experiences. But when used correctly, customer data platforms (CDPs) can help manage customer data and greatly improve the marketing experience.

In this Meet the Analyst Webinar, Nicole Perrin, eMarketer principal analyst at Insider Intelligence, offered her perspective on the latest privacy developments, and shared best practices for advertisers to understand and reach audiences.

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.

eMarketer was pleased to moderate a Tech-Talk Webinar featuring Merkle's Katie Li, senior director, audience science and management, along with Evan Nicholson, senior director, personalization and experience optimization, and Jas Singh, vice president, marketing platforms.

Neustar's product marketing director Devon DeBlasio and eMarketer principal analyst at Insider Intelligence Nicole Perrin discuss how the deprecation of third-party cookies and changes to Apple's policies will affect how advertisers can identify and track users across channels and what they can do to continue measuring their success by taking a unified approach.

When we spoke with experts in publisher ad monetization in January, most of them expected the field of identity solutions to narrow over the coming year as adoption continues, but they felt it was unlikely that a single identifier alone would replace third-party cookies.

UID 2.0 enters beta: After months of building traction in the digital media industry, the third-party cookie alternative begins beta testing this week.

The deprecation of the third-party cookie in Chrome will be significantly disruptive for publishers that monetize their sites with advertising. Here’s how web publishers are preparing for a future without third-party cookies.

Major changes are coming to how advertisers and others in the ecosystem can identify users across channels and devices. The loss of third-party cookies and changes to Apple’s Identifier for Advertisers (IDFA)—rumored to roll out this month—will affect ad addressability, but also measurement and attribution. Advertisers are taking steps in response, including more emphasis on first-party data, data collaborations, and modeling-based approaches.

Advertisers' most-used identifier, the third-party cookie, is going away in less than a year. Mark Connon, general manager at identity graph provider Tapad, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss the difference between identity and identifiers, why the digital media ecosystem should be prepared to work with several identifiers going forward, and what will happen when Apple's AppTrackingTransparency framework rolls out.

Advertisers, publishers, and their partners are now confronting changes to the infrastructure of platforms and devices that will have significant effects on how they do business.

Thanks to new identity-based solutions, savvy publishers are able to value their inventory for what it’s really worth and unlock new ways to monetize their audience data.

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.

eMarketer is pleased to moderate a Tech-Talk Webinar featuring LiveRamp's Ian Meyers, senior product manager, identity. Ian will clear the air and review the variety of identity solutions in play, revealing why some are better than others for reach, measurement, accuracy, privacy, and security.

eMarketer is pleased to moderate a Tech-Talk Webinar featuring BlueConic's Eric Gilreath, customer success engineer, Ali Paradiso, senior customer success manager, and Sam Ngo, director of product marketing. They will discuss what’s next for marketing programs and personalized customer experiences, and how technology choices matter when it comes to identity and engagement.

Yes, it's really happening: The cookie-less future is on the way. Allison Schiff, senior editor at AdExchanger, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss what's been going on at the World Wide Web Consortium (W3C), what advertisers need to know about FLoCs of birds, and how optimistic they are about educating consumers about targeted advertising.

Addressable advertising relies on being able to identify users to serve them the right message at the right time. But the identifiers that marketers use to do this are coming under threat as platforms and regulators work to improve data privacy and protection practices for consumers—namely by killing the third-party tracking cookie.

Today’s consumers find positive brand experiences more influential than advertising. Now more than ever before, marketers must forge the right relationships to make the identifiable consumer connections necessary to compete in a cookieless world.

Brand trust is no longer just about the quality and functionality of products; brands now have an obligation to prove that they are gathering customer data wisely. Acxiom shares four ways for marketers to build data trust.