For years, the advertising model was contextual. If an insurance provider wanted to sell its product, it would prioritize advertising on insurance-related sites.
The thinking was that you had to go where the signals were strongest. Only those actively visiting a site that offers information about what insurance packages to buy could be guaranteed to be potential customers. And, with cookies, you could also retarget those individuals as they left to go to other sites.
But the thinking has evolved significantly. Today, not every individual looking to buy insurance visits those sites. Plus, cookies are increasingly less appealing due to growing legislation and deprioritization.
A new playbook is required.
Deterministic identity, the foundation the entire buy-side stack was built on, is no longer reliable. But if you cannot depend on identity, what can you depend on?
