Is it time to embrace the universal ID?

By Projjol Banerjea, founder and CPO at zeotap Despite all the change that has marked 2020, marketers’ underlying goals haven’t fundamentally shifted — delivering the best brand experience to customers will continue to be a priority. The question is: What is the best way to achieve this goal? According to industry analysts at Winterberry Group, almost 50 percent of brands say better identity recognition capabilities will do the most to advance their omnichannel marketing efforts. In tandem, 60 percent of digital marketers cite connecting the dots across different channels as the activity that consumes the maximum time and resources. These statistics are underpinned by the 30 percent CAGR of marketer spend on identity solutions in the U. S. over the last few years, more than three times the growth rate of overall digital ad spend.

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