Identity with Mathieu Roche
How do we use data while respecting people’s preferences?
How do we provide transparency on the data we use?
That's the real challenge."
Identity is back on the 'not just ADZ’ podcast. This time is with one of the best known names in the space: Mathieu Roche, CEO and founder of ID5.
Mathieu and I analysed some of the biggest challenges facing the advertising industry today: cookies, the cookieless future, the proliferation of IDs, and the influence of major tech players. Mathieu shared some insightful perspectives on what he sees as the core problem, and it's something that predates all the recent cookie drama.
How many different "identity currencies" can we realistically handle? Is it a zero-sum game, or is there room for collaboration and a healthy balance? We explored this, and also looked into the role (and potential) of "ID-less" solutions.
Does Mathieu believe in a level playing field across ID and ID-less solutions?
We didn't shy away from the controversial topics, either. We got into Google's recent announcements about fingerprinting, and whether it's a positive development, a potential misstep, or simply unclear at this point. I also pressed Mathieu on what regulators could be doing to provide more clarity and support for the industry as we navigate the ever-evolving landscape of data privacy.
A significant portion of our conversation focused on media brands. I've always felt they've been somewhat passive in shaping the future of identity, and I was keen to get Mathieu's take. He offered some compelling insights into the historical context and, more importantly, outlined the critical steps media brands must take to re-establish direct, meaningful relationships with their audiences.
Finally, Mathieu laid out the roadmap for ID5, with the vision of creating a universally accessible identity infrastructure that empowers the entire ecosystem.
Enjoy the full video below (free registration required)!
