Know the use cases for identity graphs and how they are being solved for today
Understand the various cookieless solutions and their positioning
Develop talking points specific to your products and services
We spoke with David Raleigh, Account Executive of Advanced TV at FreeWheel, and one of our top learners, afterwards.
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As a salesperson in today’s ad tech environment, what are some of the biggest challenges you face?You recently attended a U of Digital workshop for Freewheel on the topic of consumer identity. Can you tell us some of your favorite highlights from it?
For starters, I always find a ton of value in the U of Digital’s workshops. I very much appreciated kicking off our latest workshop with a simple, straight forward overview of consumer identity beginning with its advent leading up through today. That provided me with a solid knowledge base which was built upon as we moved to more complex topics throughout the session.
I also found a natural appreciation for U of Digital’s ability to clearly highlight not just what is changing with regard to consumer privacy and identity, but more so, what are the real world consequences those changes will have on different marketplace participants. U of Digital does a great job tieing events to impacts which helps me conceptualize a broader industry concept in a very clear way.
As a salesperson, it’s important to stay current on how different industry players are approaching the next phase of consumer identity so I can effectively consult for my customers. I certainly found our discussion about Google’s Privacy Sandbox and The Trade Desk’s Universal IDs 2.0 beneficial. On one hand Google claims replacing cookies with another PII-based identifier does not meet ideal privacy standards, while The Trade Desk appears intent on replacing cookies with an alternative ID. As I contemplate the future of consumer identity resolution, these are some important considerations. It appears likely the next rendition of consumer identity solutions will encompass multiple approaches, parties, and methodologies which makes it incredibly useful to be familiar with the idiosyncrasies and differences of each.
Lastly, I’d be totally remiss if I did not highlight the fact that Shiv and the entire U of Digital team are wonderfully engaging and make participating in each workshop and absorbing new content a blast.
How has the workshop impacted the conversations you have with customers about consumer identity?
My conversations with customers about consumer identity have certainly benefited from participating in the U of Digital’s workshop. As a salesperson, I have a duty and commitment to be a responsible and informed resource for my customers who, like many, are traversing an ever-complex media ecosystem. Being able to simplify a complex issue, like consumer identity, has been incredibly useful. Having participated in the U of Digital’s Consumer Identity workshop has given me the tools to take a more consultative approach, guide and ultimately deliver greater value to my customers in need.