Conversations around how best to create scaled, single user-ID propositions — also known as people-based marketing, audience planning, identity or ID management, to name a few — continue occurring.
The need for them persists: Mobile continues to eat the world, making cookie-based targeting increasingly obsolete.
Plus, urgency around competing with the scaled persistent ID propositions of Google and Facebook is top of mind, particularly for the ad tech and publishing industries.
Now, the General Data Protection Regulation is adding another layer of complexity.
“First-party ID management is evolving, as the need for consent will intensify over the next year and put pressure on the archaic streak of user data capture and storage,” said Amir Malik, digital marketing head for Accenture.
Here’s a cheatsheet on the state of scaled consumer ID propositions: