Check potential identity vendor's skills

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 30, 2021, 12:39 PM UTC

Picking the right identity partner can help publishers focus on growing their business.

With the market teeming with tech partners, businesses must assess their content, CMS, traffic patterns, and ad stacks before selecting a digital identity partner. Brands can choose the right identity platforms by evaluating their strengths and drawbacks like access to a pool of subscriber data.

Companies must evaluate the DSPs and SSPs a potential identity vendor has integrated with. Check for existing skills to optimise addressability for activation and measurement across assets. Measure site response time and analyse partners’ data to ensure they add value to the business and goals.

To improve inventory and addressability, many tech companies provide services like compiling, anonymising, and consolidating touchpoint data. Inquiring about security and the protocols in place to protect user privacy can assist publishers in complying with data regulatory bodies.

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