As advertising becomes increasingly programmatically-led, the concept of the customer as a real person is being marginalised.
However, to be successful, people must be at the centre. Do this, and reach grows, loyalty is nurtured and profits rise. Ignore this, and you’ll fail to maximise your growth potential.
With that mainstay of data-driven marketing dying – the third-party cookie – brands are scrambling around for a replacement, often turning to contextual targeting or Google and Meta’s audiences.
But there’s a better option that heralds a better future – focusing on identity anchored around real people.
Having proper foundational data points rather than assumptions or proxie
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