Alternative IDs Under Fire In Europe; This Is What Stream Dreams … – AdExchanger

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No Alternative

Third-party cookies are not the future of digital advertising in the EU (or anywhere for that matter). But it looks like alternative IDs may not be either.

European publishers are pushing back against alternative IDs that use publisher data to build third-party audiences, saying these solutions perpetuate digital advertising’s worst practices, Digiday reports.

“We don’t believe in bringing back the world of yesterday where publishers weren’t compensated for their reporting,” says Thomas Lue Lytzen, director of sales and ad tech at Danish newspaper Ekstra Bladet, which refuses to integrate with deterministic or probabilistic IDs.

But there’s no reason publishers shouldn’t be able to use cookies for profiling and targeting, Lue Lytzen says. In his view, only publisher-provided IDs or one-to-one IDs that share an identifier with an SSP or demand partner for specific purposes – not for building…

Read Full Story: https://news.google.com/rss/articles/CBMiPWh0dHBzOi8vd3d3LmFkZXhjaGFuZ2VyLmNvbS9hZC1leGNoYW5nZS1uZXdzL2ZyaWRheS0wMjA2MjAyMy_SAQA?oc=5

The post Alternative IDs Under Fire In Europe; This Is What Stream Dreams … – AdExchanger first appeared on SEO, Marketing and Social News | OneSEOCompany.com.

source: https://news.oneseocompany.com/2023/06/01/alternative-ids-under-fire-in-europe-this-is-what-stream-dreams-adexchanger_2023060145575.html

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