Brands, It’s Time to Test Those Alt IDs
Published February 2025
Ever since Google decided not to deprecate third-party browser cookies on Chrome, “there’s less immediate urgency” to test alternative identity solutions, says Sisi Zhang, chief data and analytics officer at Publicis-owned Razorfish, on this week’s episode of AdExchanger Talks.
But that lack of urgency doesn’t mean agency efforts to address signal loss have stalled, Zhang says. It just means agencies have more breathing room to think carefully and be strategic, because signal loss isn’t just a third-party cookie thing.
Over the past few years, agencies and advertisers have been spending a lot of time testing alternative identifiers. But with dozens of alt IDs on the market, there’s a ton of fragmentation and not a lot of scale.
