Experts are encouraging brands to lean into their own audience for marketing and advertising and develop a first-party data strategy that can serve as the foundation for “cookieless” targeting and measurement in the future. Many brands are already moving ahead with data collection and management. Some have even created their own in-house ID that serves as a unifier across all of their own disparate data sources.
There are three popular identifiers that are emerging as the foundation of most internal data strategies: hashed emails, MAIDs and IP addresses. In our recent study, MediaWallah uncovered a variety of unique characteristics for each of these IDs that brands should consider when creating their ID strategy.