Why identity solutions are critical for audience targeting in a cookieless world?

Identity is an essential tool for digital marketers and advertisers as third-party cookies are soon to be phased out. Using this technology allows for a more thorough understanding of your audience and more effective advertising, especially now.
According to our February 2021 global survey report “Beyond the Cookie: The Future of Advertising for Marketers & Publishers,” marketers’ number one concern with their own first-party data is accuracy after consumer habits and lifestyles shifted so greatly due to COVID-19. Overall, identity leads to a better understanding of your audience through their interests, preferences, and attitudes across all channels, platforms and devices. This understanding allows digital marketers and advertisers to cater advertisements to a person’s interests and lifestyle to create successful and meaningful promotional touchpoints while respecting consumer privacy.  Read more…