Cookies Or Not, Advertisers Are Finding ID Solutions: TransUnions Kowalick Beet.TV [Video]

AMENIA, NY — The digital advertising industry is finding new ways to connect data for targeting, insights and measurement in an increasingly privacy-centric world, even as Google confirms it will not deprecate third-party web tracking cookies and will instead add a “new experience in Chrome”.

That is the view of Kevin Kowalick, VP of strategy for media and entertainment at TransUnion, who believes the industry will continue to evolve and embrace a new future of identity, regardless of Google’s specific actions.

“If Google deprecates the cookie now or ever or never … the industry has largely transitioned to many instances of privacy and compliance,” Kowalick says in this video interview with Beet.TV contributor Rob Williams.

With data deprecation and new media channels leading to increased data fragmentation, Kowalick believes that maintaining a view of the customer now requires connecting and translating across multiple types of identifiers.

“As IDs come to be, even as cookies do continue to …