As the digital advertising industry faces increasing challenges from privacy regulations and browser restrictions, many advertisers and publishers are looking for alternative ways to measure the effectiveness of their campaigns and monetize their content. One of the emerging solutions is the use of alternative ad measurement identifiers, or AAMIs.
AAMIs are identifiers that are not based on cookies or device IDs, but on other signals such as email hashes, IP addresses, or contextual data. AAMIs aim to provide a balance between user privacy and ad performance, by allowing advertisers and publishers to track and optimize their campaigns without relying on third-party data or consent mechanisms.
There are different types of AAMIs, each with its own advantages and limitations. Some examples are:
– Email-based identifiers: These are hashed versions of users’ email addresses, which can be used to link users across devices and platforms. Email-based identifiers require users to log in or sign up to a website or app, which can limit their reach and scalability. However, they can also offer a high level of accuracy and persistence, as well as enable cross-channel attribution and personalization.
– IP-based identifiers: These are based on users’ IP addresses, which can be used to infer their location, device type, and network. IP-based identifiers do not require user consent or login, which can increase their coverage and simplicity. However, they can also be affected by factors such as VPNs, proxies, or dynamic IPs, which can reduce their accuracy and stability.
– Contextual identifiers: These are based on the content and context of the web page or app where the ad is displayed, such as keywords, categories, or sentiment. Contextual identifiers do not rely on user data or consent, which can enhance their privacy compliance and user trust. However, they can also limit the ability to measure user behaviour, frequency, or conversion, which can affect their performance and optimization.
AAMIs are not a one-size-fits-all solution, but rather a complement to existing ad measurement methods. Depending on the goals and needs of each advertiser and publisher, AAMIs can offer different benefits and trade-offs. Therefore, it is important to evaluate the suitability and feasibility of each AAMI type for each use case and scenario.