Tapad, Xaxis, comScore & KBM Group Discuss the Consumer Experience in a Universal ID World and the Limits of Walled Gardens
Day 1 of CES is always full of big news and bold ideas, and this year was no exception. We were proud to have our CEO and Founder, Are Traasdahl (@aretraasdahl), on stage for one such presentation - “The Programmatic 401: Data & Measurement,” hosted by Xaxis (@Xaxistweets). Are discussed the vital nature of the Universal ID and the limits of walled gardens alongside Amit Ahuja, Senior Director, Audience & Media Mix, Adobe (@Adobe); Gary Laben, Chief Data Officer, Wunderman and Chairman, KBM Group (@KBM_Group) ; Serge Matta (@sergematta), CEO & President, comScore.
Among our top takeaways:
Are Traasdahl, Tapad – “Which devices can we actually identify? Obviously mobile and computer devices – anything digital, but offline and TV are possible too.”
Gary Laben, KBM Group – “Consumers are ahead of brands [...] “Consumer experience management is most important and unlocked by a universal ID.”
Serge Matta, comScore – “Walled gardens can't exist because you can't grade your own homework.”
Are Traasdahl, Tapad – “You aren't logged in when you walk into a store. You aren't logged in when you watch TV. That's why you need a tech outside of the walled gardens.”
Are Traasdahl, Tapad added, “Advertisers don't necessarily need or want the full identity of their customers,” they just want enough data to make smart decisions.