To understand their audiences better, brands need to move from third-party data dependency solely.
Triggered by the impending cookie exit, brands and marketers are revisiting how they collect and analyse data. With IP addresses and mobile IDs, brands can see how customers interact across devices and how their consumption patterns vary.
Similarly, with smart TVs, brands can link viewers’ entertainment consumption with their purchasing decision. This way, businesses can make more accurate media buy-related decisions. Most importantly, brands may collaborate with partners and platforms that enable them to combine data across their operations.
For instance, businesses may facilitate seamless data sharing between the finance, marketing and logistics departments. Additionally, brands can combine first-party IDs with demographics, behavioural and psychographic attributes to determine consumption.
[5 minute read]