'We’re not investing right now': Publishers skeptical as ID tech comes knocking

Publishers are holding their cards close to their chests as identity tech comes knocking on their doors searching for collaborative opportunities to help fill the void anticipated with the loss of the third-party cookie. “As it stands, it’s hard for us to see how our users can make informed decisions on a mechanism where them being logged into our ecosystem means they’ve agreed to their email be used as the foundation for profiles to be built across so many different players,” said Christer Ljones, Schibsted Marketing Services, the Scandinavian media group’s advertising arm. Read more below.

• • Publishers are resigned to there being no single approach to identity in the absence of third-party cookies.
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  • Publicis Media is adding a new set of 30 to 40 questions to assess whether vendors' systems perpetuate stereotypes and disadvantage minority publishers.
  • The chance for seemingly anyone or anything to go viral as well as the increased usage of the growing social platform is alluring for marketers, with some earmarking more influencer dollars to TikTok now.
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