As the digital advertising industry hurtles toward a future without third-party identifiers, publishers will have to find new ways to manage an influx of first-party data signals, and ad-tech companies are trying to adapt their businesses to help.
Kochava, a mobile attribution company, wants to woo these media owners with an omnichannel measurement and attribution tool that would connect what happens on their properties with an advertiser’s first-party data.
The tool, Kochava for Publishers, is especially focused on connected TV and mobile advertising, two areas that don’t support the third-party cookies that Google is phasing out of its Chrome browser by 2022, but have shaky identity signals.
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