How identity resolution is changing — Adam Robinson // GetEmails
- Part 1 How identity resolution is changing — Adam Robinson // GetEmails
- Part 2eComm’s false equivalency for CCPA & GDPR — Adam Robinson // GetEmails
Show Notes
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01:43Whats happening at GetEmailsGet emails gets you 10x more emails than youd get from form fills. This business style depends on the quickly disappearing third-party cookies. But GetEmails found a way around this.
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03:54Understanding identity resolutionDepending on your application, identity resolution can vary in definition. But the original concept surrounds the use of display as a marketing channel.
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05:49The moral viewpoint towards data collectionPeople argue that taking someone's information like their email without their express permission is wrong. But whats the difference when you search for someone online and contact them?
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06:31How identity resolution is changingWith third-party cookies out the window, capturing and tracking emails will never be the same. A business like GetEmails would need a way to tie a browser to an email without a cookie.
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10:19Working without cookiesThe technologies that are replacing cookies are more centered around user privacy. So while you will still have access to the data, there will be a layer of anonymity for the individual.
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12:17The future impact for the identity worldThe demand in this industry will not falter when third-party cookies are completely gone. Theres still a lot of information marketers can use to track an individual.
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13:36What marketers should be doing to prepareGetEmails are using browser fingerprinting to remove the need for cookies altogether. But marketers can prepare by building their first-party database before cookies disappear.
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14:57CDP versus CRMA CRM only collects information on people that you have PII for. With a CDP you can create your own segment by tracking your unknown visitors as well.
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16:39Getting readyThe time left for third-party cookies is limited so marketers need to prepare. Optimize your website to collect more emails and pay attention to the demographic segmenting information that comes with it.
Quotes
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"If you tell someone they can get 10x the amount of email addresses theyd get from form fills, they're listening. Especially e-commerce people." - Adam Robinson, Founder & CEO, GetEmails
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"...identity resolution and marketing in general is this third-party cookie issue. It's the backbone of our technology and how it works." - Adam Robinson, Founder & CEO, GetEmails
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"the original application of identity resolution was taking your offline data and connecting it to online digital identifiers to market to people through display..." - Adam Robinson, Founder & CEO, GetEmails
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“When cookies go away, ATS is their solution, which is a cookieless ecosystem where basically a publisher can put these forms all over their website.” - Adam Robinson, Founder & CEO, GetEmails
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“The solution that's replacing cookies is essentially the same... your identifier is mixed with multiple other identifiers. So essentially your marketing will be one third as effective.” - Benjamin Shapiro, Host of MarTech podcast
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“It won't be individual. People will be in buckets. What marketers will continue to want to do outside of that world is get more granular identities...” - Adam Robinson, Founder & CEO, GetEmails
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“...you could then stitch together people's devices around some personal identifier without actually using a cookie. It won't be quite as accurate, but probably good enough to work in most cases.” - Adam Robinson, Founder & CEO, GetEmails
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“So the demand for this field is not going to go away. So no matter what the changes are, we're going to try to do things that allow people to capture that information...” - Adam Robinson, Founder & CEO, GetEmails
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“Optimize your website to build your first party over the next couple of years. The value of that and owning your own segments is going to go up exponentially.” - Adam Robinson, Founder & CEO, GetEmails
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“A CRM typically would only collect information on identified users that you have PII for... a CDP does that and collect data for your anonymous visitors as well.” - Adam Robinson, Founder & CEO, GetEmails
- Part 1 How identity resolution is changing — Adam Robinson // GetEmails
- Part 2eComm’s false equivalency for CCPA & GDPR — Adam Robinson // GetEmails
Up Next:
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Part 1How identity resolution is changing — Adam Robinson // GetEmails
Adam Robinson is the Founder and CEO of GetEmails. As the head of the world’s first email-based retargeting software, Adam was in direct line of fire, when the announcement was made for third-party cookies to be removed. As marketing evolves, so does GetEmail’sapproach to identifying their customers. Today’s episode focuses on how identity resolution is changing.
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Part 2eComm’s false equivalency for CCPA & GDPR — Adam Robinson // GetEmails
Just a year ago Adam Robinson, Founder and CEO of GetEmails, was mulling over the news of the removal of third-party cookies. While cookies will still be around for another 2 years, Adam has found his fix! But privacy laws are still at play over what is and isn’t acceptable. Today’s episode focuses on eCommerce’s false equivalency for CCPA and GDPR.
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