Perion launches cookieless identity solution
A new audience targeting solution groups cohorts by common traits.
SORT (Smart Optimization of Responsive Traits) is a new privacy-conscious, cookieless identity resolution technology from Perio Network, a global ad tech company focused on search, social, display and CTV/video advertising. It joins a growing number of proposed alternatives to tracking consumers with third-party cookies. SORT will initially be offered by the Perion company Undertone.
SORT uses AI to aggregate “common ground” traits that identify scalable target audiences based on a range of real-time data signals. It identifies similarities between users and creates groups which are fluid with users continually moving between them (an example of a group would be consumers in New York who are reading entertainment content on an iPhone on a Saturday morning).SORT delivers advertising that matches their interests with publishers’ contextual inventories. Advertisers will be able to display a SORT Signal to indicate that they are being targeted in a non-invasive way.
The announcement comes with some data on SORT’s effectiveness, audited by Neutronian, and independent data quality certification service. Preliminary data showed indications that SORT could out-perform cookie-based targeting.
Why we care. Back in August, we noted some debate within Google about whether cohorts (as in Federated Learning of Cohorts — FLoC — might be better replaced by topics. SORT seems to be developing cohorts but based on a number of contextual signals rather than just the topic of the content that is being consumed.
Also, SORT, of course, can run outside the Google eco-system.
Snapshot: Identity resolution platforms
The most successful digital marketing strategies rely on knowing your potential customer. Knowing what they’re interested in, what they’ve purchased before—even what demographic group they belong to—is essential. The foundational technologies that help marketers target these segments are called identity resolution platforms.
Identity resolution technology connects a growing number of identifiers to one individual. It draws this valuable data from the various channels and devices they interact with, such as connected speakers, home management solutions, smart TVs, and wearable devices. And these consumer adoptions continue to rise. The number of devices connected to IP networks is expected to climb to more than three times the global population by 2023, according to the Cisco Annual Internet Report.
Consumer expectations are also higher than ever. More people expect relevant brand experiences across each stage of their buying journeys. One-size-fits-all marketing doesn’t work; buyers know what information sellers should have and how they should use it.
Identifying consumers has been challenging for marketers. 71% of brand marketers struggle to maintain an accurate consumer identity over time, according to a study from Forrester. Inaccurate targeting wastes campaign spend and fails to generate results.