As third party cookie use declines, companies increasingly turn to three alternate identifiers to achieve scale and accuracy: Hashed Emails (HEMs), Mobile Ad IDs (MAIDs), and IP addresses. But how reliable and addressable are these identifiers — and what actions should companies take to make the most of them? MediaWallah recently analyzed a massive data set of these identifiers to find out.
Read our full report of the study to learn:
- The most — and least — persistently reliable identifiers
- Which identifiers posed challenges to scale, which to householding, and which to addressability
- Benefits and tradeoffs of each identifier that companies must consider.