Along with other solutions like first-party data, emails can help marketers identify online users.
With third-party cookies phasing out soon, emails can act as a critical element in identifying online users. Emails have a longer look-back window and can accurately map together devices at the user level.
While emails can act as powerful identifiers, replacing third-party cookies with emails will be an uphill task as users take time to trust a brand and share their email ids. Gathering a significant number of emails can be another challenge for publishers.
A combination of email and other “high-quality” sources such as contextual technologies and log-level data can be a better solution to track audiences. Collecting fingerprint, browser-based or Chrome-delay lobbying data can further help ad buyers in testing and media mix modelling.
[5 minute read]