The importance of addressability in advertising
The latest episode of Datalicious is about unique user IDs in the open internet. You'll hear from Uli Hegge (NetID), Daniel Neuhaus (The Trade Desk) and Norman Wagner (UTIQ) about various approaches, such as deterministic and probabilistic IDs. They explain why user consent is so important and how ID solutions could replace cookies. We'll look at standardization issues and the future of these technologies. You'll hear about the challenges in Germany, where inconsistent data protection authorities and lack of standardization in the consent process affect competition. My guests discuss contradictions between data protection wishes and user behavior, as well as the differences between the open internet and platforms. Other topics include: creative approaches to refinancing media, and the importance of transparency and clear criteria in advertising. You will learn why the collaboration and interoperability of different ID systems is crucial, and how trust and data protection can be ensured in digital identities. Finally, participants will look optimistically to the future, where integrated solutions and alternative models could be developed to address the challenges of digital identity and promote both media diversity and quality journalism.
Chapters
00:00
Introduction: Identifying users in the open internet
07:52
NetID, UTIQ, and The Trade Desk: Solutions for unique identifiers
12:41
Data Privacy and Consent: The importance of user control
27:36
Challenges in dealing with data protection authorities
40:59
The importance of a stable ID for efficient targeting
48:51
The privacy paradox and the political agenda
50:40
Technical Solutions for ID Management
54:05
Data protection, trust and transparency in digital identities
01:05:23
Optimism for a solution for coexistence and cooperation between ID systems
01:13:05
Importance of media diversity and journalism: sustainable advertising and prevention of walled gardens