Relax. The Multi-ID Landscape Is Already Here
April, 2024 | By Lance Brothers - Adstra
Innovations such as RampID, UID 2.0, ID5, and a suite of other deterministic IDs are stepping up to fill the void left by cookies. Though their adoption started off on a slow note, momentum is picking up quickly.
Yet, it’s evident that none of these alternatives can single-handedly match the expansive reach that cookies once offered. For most brands, leveraging a mix of these IDs will become essential to effectively reach their target audiences. It’s becoming increasingly clear that the post-cookie era will be defined by a multi-ID landscape, where media targeting and measurement will rely on an increasingly diverse array of identifiers.