| Happy Monday! Today we have Ajit Thupil, Chief Product Officer of Tapad, highlighting what’s needed in the new ecosystem developed to replace the third-party cookie. He writes: Solution providers may claim that IDs like hashed emails, telephone numbers and login IDs will become the norm and possibly the next currency for targeted messaging. Although these identifiers could very well become viable contenders in the third-party cookie-less space, the question is whether they will in fact have the scale to match the cookie. Also, MGID’s Karina Klimenko shows now more than ever, advertisers need to review their approach to mobile advertising to provide a positive user experience, which will make mobile users want to engage. “At this time of global crisis, consumers are far more likely to engage with ads that tell a genuine story than with those displaying pushy and generic sales messaging,” says Karina. “In addition to choosing made-for-mobile formats and telling a brand story, advertisers also need to ensure mobile ads reach users in the right context to engage.” AI in Matrch Survey Artificial intelligence (AI) has been long touted as the most significant trend in the world of marketing. It is a must have for every marketer in their tech stack. But is the martech community utilizing this tech to it’s fullest potential? Complete this 30-second survey and see how you compare with others in the industry. Your answers will be treated confidentially. | 
