The cookie is dead: Long live identity graphs - MarketingTech | The Marteq Alert |
To access the required levels of ethical data for personalisation while maintaining data integrity and accuracy outside the third-party cookie universe, the natural step is to look to a data consortium – much like ADARA. Data consortiums share non-identifiable data from a number of different sources, with an owned data rights management platform that gives the data owner control over when and where it is used. This allows marketers to obtain a more rounded and full picture of consumers as they interact with multiple brands.

Data isn’t enough on its own. Only by comparing data with other sources can marketers target consumers effectively, as the relationships between data can help advertisers build individual identities. Moving to an identity-based strategy is crucial in a post-cookie world.
Identities are created by layering a series of data points on top of first-party data and then connected into a single, anonymised profile. The resulting profile is called an identity graph. While the use of identity graphs is relatively new to the data industry – there is no current market standard for building out those identities into a single, unified graph – they are important in producing the individual insights needed to fuel personalisation.