From a brand perspective, the phase-out of cookies means it’s time to look at customer identity more holistically. Customer identity is about more than just onboarding or linking device identifiers. It’s a way to fill in the blanks around your customers. It’s not the end game in and of itself, but an important tool in your arsenal as your brand seeks a better understanding of its current and potential customers.
As the industry moves into a cookie-less future with higher levels of data privacy, good identity resolution will provide three things: quality, transparency, and flexibility. Brand owners should use those three standards to assess their customer identity solutions.
So much technology being thrown at solving the ever-changing privacy environment that the most obvious answer is oft overlooked: give ownership to consumers. When that happens, watch the marketer benefits flow.
marteq.io delivers zero party data solutions that significantly reduce digital advertising costs. Learn more: https://www.marteq.io #martech #marketing #adtech