Create a Single View of the Customer
First-Party Identity is the New Currency

Recognizing an individual or business is the backbone of every interaction with visitors and subscribers. Understanding who customers are across channels helps media brands enable next best offer, website personalization and comply with CCPA, GDPR and future regulations with the ability to look up, remove and forget. Understanding and solving for identity ensures relevant and timely customer experiences throughout the customer journey with continuity between anonymous and known channels.
The future demise of third-party cookies will have a negative impact on people’s experience by reducing the effectiveness of a marketer’s ability to personalize messaging and eliminate the ability to measure true attribution. The implications of cookie deprecation on digital personalization and ad tracking, as well as privacy will be far reaching.
Brands will need a hybrid approach that aligns to their media strategy. We believe first-party data solutions will be key in solving this challenge. First-party enterprise identity graphs hold the identifiers and signals that correlate with individual people. They combine digital and offline first-party data with third-party insights to connect and maintain identity across touchpoints, devices, channels, and identity relationships.