From Cookies to Ad IDs, Why Email Is Key
Necessity is the mother of invention, and the need to provide a reliable identifier for mobile users has led to a revolution in identifying and tracking users across all devices. We may not see the fruit of this revolution for a few years, but I predict that the depreciation of the cookie will continue.
Responding to the difficulty of identifying mobile users, Google’s Ad ID was created to allow advertisers to enable a persistent, anonymous consumer profile for mobile phone users. Another important innovation came in late…