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Why Machine-Generated Emails Are Ad Tech’s Next Nightmare

May 18, 2022

If you don’t have the email address of the person you’re targeting, your digital ad isn’t working as hard as it should. Period.

It’s no secret that if an ad isn’t associated with a persistent ID of any type (cookie, device ID or hashed email), it loses more than half its value. Regardless of whether you’re a publisher, a brand or a marketer, as cookies and device IDs continue to disappear, this problem will continue to worsen. As a result, publishers and retailers are desperate for the one identifier that is not going away: email addresses.

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