The industry says we solved cookies.
We did not.
We replaced observable identity with modelled confidence and hoped revenue would not notice. A game which was always going to need precipitous levels of skill if we were to pull it off in B2B.
Programmatic has always been audience buying. Technologically advanced, scaled, maximised audience pools, with impression by impression bidding to deliver the opportunity to be incredibly precise. A buyers paradise when executed to its maximum capability. A chance to cherry pick exactly which audiences we want, when we want them, and to chase the promised land where there is no wastage. For all its failings, and programmatic has its share, the opportunities it gives are enormous in a world where signal exhaust fumes are weakening everywhere else
The world of identity has fragmented and changed remarkably in a short space of time; going from the pretext of certainty with cookies, to universal ID replacements and systems built on proxies and models.
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