Targeting Means More Than Just User IDs

"With the forthcoming “cookie-pocalypse” threatening to reign havoc across the advertising industry, the time has come for a major shift in mindset on audience targeting.

Ad tech must quit its addiction to user IDs and instead start focusing on how we can innovate in other areas: audience targeting, managing frequency and improving measurement (especially conversion attribution)."

Read more from Basis Technologies' Ian Trider in AdExchanger.