Why temporary email apps could disrupt identity tech and publishers’ first-party data strategies
Publishers are already torn over whether using email-based identity technologies in the hopes of generating higher ad revenue is worth scaring off visitors with a roadblock requiring their email addresses.
Complicating the dilemma: apps that generate temporary email addresses and render ID tech useless.
For now, there’s no data to quantify the impact of these auto-generated burner email services, but publishers say they create just one more problem that could disrupt their goals of garnering genuine personal information for their own first-party data purposes or enabling the email matches that identity technologies need to work.
Full article: Why temporary email apps could disrupt identity tech and publishers’ first-party data strategies – Digiday
