Imagine for a moment that you're a brand marketer--or an agency working with said marketer--who happens to have a pretty rich data set. You have audience data from your owned and operated sites and apps, and a subscriber base with master IDs tied to credit card transactions, all kept neatly in a proprietary CRM database. Now what if you wanted to tie everything together and bring in other audience data to amplify the reach of your acquisition campaigns?
Ironically, that goal of marketing and targeting digital audiences wherever they are, would have been a lot simpler ten years ago. Back then, during the heyday of desktop advertising, cookies ruled as the common connective tissue for most media campaigns. Fast forward to today . . .
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