Brands Must Work to Unify Identity Data to Create a Single Customer View
Marketers are about to feel the effects of third-party cookie loss and mobile ad id depreciation in an entirely new way. As brands embraced identity as a new targeting option, third party data has acted as the “glue” between sets of first party data. A marketer typically doesn’t house every insight about an individual in a single database and works with a variety of partners and providers. Third-party data knits these disparate insights together.
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