Identity Begins At Home: TransUnion’s Rudich On Post-Cookie ROI

SAN JUAN, PR — As the digital landscape continues to fragment, advertisers face the daunting challenge of reaching consumers who are scattered across an ever-expanding universe of media channels and platforms.

For Gillian Rudich, the complexity of today’s ecosystem necessitates a sophisticated approach to understanding and engaging with audiences.

In this video interview with Beet.TV, Rudich, VP, Strategic Partnerships at TransUnion, emphasizes the importance of recognizing not just the individual, but also the household dynamics, to tailor content engagement effectively.

First-Party Data: The Validation and Enrichment Imperative

As companies increasingly rely on first-party data, the need to validate and cleanse this information becomes paramount. Rudich suggests that, to fully leverage this data, organizations must ensure its accuracy and completeness.

“They need to validate their data and cleanse it to ensure that it’s really clean data, because that’s really key,” Rudich asserts. She notes that traditional identifiers such as cookies are fading in relevance, and thus it is “really important to have additional keys to associate to that individual and the households in which they’re in.”

TransUnion’s role in this process involves data verification, enrichment, and providing insights into demographics and consumer behaviors. The aim is to enable a more precise and informed strategy for audience identification and engagement.

The Role of Identity in Programmatic Advertising

In the realm of programmatic advertising, identity solutions are the linchpin that connects buyers and sellers, allowing for precision and effectiveness that was previously unattainable.

“So it enables addressable activation,” Rudich explains. “You’re able to see when you’re activating a third-party or first-party segment, what the segment counts are and ensuring that you’re actually reaching the right person.”

This ability extends to measuring the impact of advertising buys, as companies can match segments and IDs to the consumers who engage with the content and determine if the desired ROI is achieved.

Anticipating the Future: Clean Rooms and Strategic Partnerships

Looking ahead, Rudich expresses excitement about the developments in data ‘clean rooms’—environments that facilitate secure data sharing between parties without unnecessary intermediaries.

“I’m excited about the movement to the clean room, particularly. It takes a lot of the middleman out of it and enables two parties to transact more seamlessly,” she shares. This innovation not only streamlines the process but also offers a level of future-proofing against the changing tides of data privacy and regulation.

More than just data collaboration, Rudich is encouraged by the increased collaboration within the industry to tackle challenges head-on. “Companies are coming together and partnering more in terms of how can we solve the problems that we have at hand,” she says.

You’re watching Beet.TV’s coverage of Beet Retreat San Juan 2024. This series and event is sponsored by Albertsons Media Collective, Moloco, OpenX and TransUnion. For more videos from the series, please visit this page.