Index Exchange’s Mike O’Sullivan Discusses Identity Solutions in the Post-ITP Landscape

In this episode of TraderTalk TV, ExchangeWire's Ciaran O'Kane interviews Mike O'Sullivan, VP, Product, Index Exchange, to discuss identity solutions in the wake of widespread restrictions on the use of third-party cookies.

O'Sullivan discusses:
- The demise of the third-party cookie, following restrictions by Apple, Safari, et al.
- How identity can still work post-ITP, whilst still respecting the user.
- How IndexExchange's solution, which uses a hashed version of the user's email address, works with LiveRamp's IndentityLink to create a first-party, anonymised user identifier.
- How SSOs, including publisher-specific freewalls, will be used to introduce addressability.
- The risk to user experience of restrictions on first-party cookies and identifiers.

Mathew Broughton: Mat Broughton joined the ExchangeWire team in March 2019 as Editor. After a brief stint as editor at ExchangeWire's sister publication, TheGamingEconomy, Mat is now Research Lead at ExchangeWire, running creation, analysis and report production of ExchangeWire's suite of research products. Before joining the company he worked as a project manager working within the telecoms and travel marketing industries. Mat graduated from the University of Liverpool with an honours degree in Biological Sciences.
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