In today’s society, digital marketing plays a fundamental role in the way companies do business and reach the final consumer. With the end of third-party cookies fast approaching, many companies are evaluating new solutions to help them move into the future of digital marketing. As they consider how to make this leap, it is critical to select options that enable collaboration and interoperability, factors that will unlock immense benefits.
For the longest time, there has been a constant debate about the freedom of the internet. On one hand, there are proponents that feel that the internet space should be a highly democratic one and should not be controlled by any one entity, commercial or political. On the other hand, you have proponents that want to privatize internet usage and talk the language of copyrights and IPRs. They don’t want platforms like piratebay to exist, even if it has helped millions of individuals all over the world get access to free content, educational resources, software, etc.
A collaborative and interoperable digital marketing infrastructure facilitates a dynamic and transparent experience for consumers, an experience that respects consumer data and their rights while helping to tailor experiences to their preferences. Additionally, it helps drive innovation across the market. Companies can collaborate with their data and second-party data from their partners, leading to better consumer insights and, in turn, a better experience of consumption. Finally, it contributes to increasing revenue for publishers and advertisers, helping publishers become more competitive alternatives to walled gardens, and supporting the continuity of the open internet.
This collaboration materializes in associations such as LiveRamp has recently extended with The Trade Desk to guarantee a fair, competitive, and open Internet focused on exchanging value between content providers and consumers. LiveRamp and The Trade Desk will collaborate on developing and deploying the European Unified Identifier, or EUID. LiveRamp’s identifier, RampID, will be interoperable with EUID, meaning businesses will be able to activate with either identifier, LiveRamp, or The Trade Desk. This interoperability means that publishers and marketers can work in the environments they are most comfortable with while reaping the benefits of working with a third-party cookie-free solution.
By building on an open and interoperable ecosystem, businesses can continue to innovate while gaining the privacy and data access they need to drive digital marketing results. As cookie elimination looms, companies can boost digital marketing results by moving from cookies to more innovative solutions today and continuing to level the playing field with walled gardens.