This lesson reviews the identity challenge and its continuing evolution for programmatic sellers. It is intended for sellers who are familiar with programmatic advertising and want to expand their understanding.
The goal of working with identity is to achieve a unified view of the user across all possible touchpoints to deliver an effective marketing experience and measure advertising holistically. In an increasingly fragmented digital environment, people are splitting their online activity across multiple devices, such as smartphones and computers. Programmatic advertising allows brands to target ads to users in real-time.
Identity solutions address several key challenges:
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.
Deixe um comentário