In the world of programmatic advertising, every exchange, DSP, DMP, user, and device comes with its own unique and ever-changing key. And – as tech partners – we’re tasked with the weight of carrying each around, striving to find the right fit for a marketer’s CRM file. This is effectively the lock, a wealth of consumer data hiding behind its door.
But the walled gardens have the ‘skeleton key,’ or master key, capable of unlocking any and every CRM file. They don’t have strings of code and anonymous usernames; they have our email addresses and phone numbers: our anonymised identities. Before we can create a truly level playing field, however, those of us outside of the walled gardens have to cooperate with one another — shifting our focus to the importance of collaboration and the power of identity.