On-Stage CES 2016 Day 1: The Universal ID

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.