Marketers are facing a reckoning: third-party cookies are crumbling, CPMs are climbing, and wasted impressions are killing campaign efficiency. The solution? Identity-based targeting.
Why Cookie-Based Targeting Is Broken
For years, advertisers have relied on third-party cookies to reach audiences. But this approach has major flaws:
-
High CPM waste: Without precise identity resolution, impressions are wasted on anonymous or mismatched audiences.
-
Declining accuracy: Cookie-based targeting struggles with cross-device identification and privacy regulations.
-
Shrinking reach: With browser restrictions and platform changes, available cookie inventory is disappearing.
According to the Interactive Advertising Bureau (IAB), marketers reported rising media costs and decreasing efficiency due to data deprecation and identity fragmentation.
The Identity-Based Targeting Advantage
Identity-based targeting leverages first-party data, consented identifiers, and privacy-compliant match rates to deliver precision and performance:
-
Improve Audience Accuracy: TransUnion’s identity resolution solutions are designed to help marketers reach verified, permissioned audiences while adhering to privacy regulations (TransUnion).
-
Higher Efficiency and ROI: According to Forrester’s research, brands that invest in robust identity strategies report stronger media efficiency and more effective omnichannel personalization (Forrester, 2024).
-
Smarter Attribution: Think with Google emphasizes that brands using durable, first-party identity frameworks gain better insight into customer behavior across devices and channels, allowing for more effective optimization (Think with Google, 2024).
How AiOpti Powers Smarter Identity-Based Targeting
AiOpti’s identity-based targeting solutions allow brands to:
-
Reach Real Audiences: Deterministic identity matching ensures you serve ads to verified users.
-
Optimize Spend: Reduce wasted impressions and excessive frequency.
-
Comply with Privacy: All targeting aligns with global data protection and consent standards.
-
Drive Outcomes: Increase ROAS, lift conversions, and protect brand trust.
From Cookie Waste to Revenue Precision
Brands still relying on cookies are leaving money on the table. Identity-based targeting is not just the future—it’s the now. Marketers who shift today will:
-
Improve match rates
-
Increase conversion quality
-
Reduce media waste
FAQ
What is identity-based targeting?
Identity-based targeting uses consented, first-party identifiers to reach verified users across channels, replacing the need for third-party cookies.
Why does identity-based targeting improve media efficiency?
It enables more accurate audience reach, lowers redundancy, and supports smarter attribution.
How is AiOpti’s targeting different?
AiOpti leverages deterministic identity resolution, privacy-first practices, and real-time optimization to maximize results.
This post is part of AiOpti's "Smarter Media, Real Results" series. Stay tuned for deeper dives into omnichannel activation and identity-powered attribution. Later this year, AiOpti will release The First-Party Data Playbook: How Brands Win in a Privacy-First, AI-Driven World.
Related Posts:
