WEBVTT

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Well, they did it.

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They delayed killing the cookie.

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Again, I can't say we were surprised,

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but should advertisers still prioritize changes

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to their identity workflow for Cookie List future?

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Absolutely. Today on the Resource desk.

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While implementing first party data strategies right now

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is more important than ever.

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Welcome to part three in our series

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about the future of addressability.

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Last time we covered identity strategies

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to capitalize on first party data.

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Today we'll discuss what makes first party data so valuable

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and how you can use it to reach your customers in

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even more profound ways.

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Let's say you're an outdoor equipment company selling your

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latest line of high quality, rugged, yet stylish backpacks.

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Chances are you already have CRM data on your most

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loyal past purchasers.

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This is your seed audience.

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You know when, where, and how they bought their last pack.

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But what if you could make that serum

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data work harder for you?

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By modeling these high value seed audiences,

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it can help you understand the behavior

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of similar customers.

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You won't just know they buy backpacks,

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you'll know their previous purchases,

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product considerations, and spending trends as well.

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These insights can help you test and tailor messaging

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and tactics, allowing you to see what's working

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and what isn't in real time

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to help you reach them across every device.

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Something. Third party Cookies were never designed for.

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Just saying, speaking of multiple devices,

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your first party data can help you there as well.

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Understanding your CRM data across multiple devices

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can help you connect disparate IDs to both individuals

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and households, giving you an even more holistic view

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of what's likely your most valuable audience,

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and helping to improve messaging consistency

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by building a more durable identity foundation

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tied directly to CRM data.

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This means you can reach audiences at the household level

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through CTV, reach individuals on mobile tablets

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and over audio, which is booming right now with the return

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to work and doesn't depend on cookies at all.

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But Katie, you say, how do I start this whole process?

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It's easy. Start with your own serum data,

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which is often based on your loyalty programs

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or other email authenticated databases.

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The great thing about email is

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that it doesn't rely on cookies.

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So when they finally do go away, you're all good.

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And the sooner you get started testing, evaluating,

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and vetting new identity solutions while cookies are still

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around, the more prepared

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you'll be when they finally get next.

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And that's what we're doing here at the Trade Desk.

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Our modeling based approaches are learning from today's data

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IDs and signals to further strengthen our UID

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and deterministic ID solutions for the future.

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And we're here to help you reduce your

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dependency on third party cookies.

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The best part about solutions like UID

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two is that they're available today.

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You can start activating campaigns

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with a better identifier on the trade desk right now.

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Thanks for watching part three in our Future

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of Addressability video series.

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Be sure to stay tuned to the resource desk

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for even more on the future of identity.

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See you round.

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I.