The ID Graph

Data will connect the dots in 2014 | The Economist
“One of the key challenges for marketers heading into 2014 remains the same as it ever was: finding the right audiences at the right time with the right message. The issue is even more complicated today than a few years ago as consumer media channels proliferate.

There’s no single, established solution for targeting users across all channels in an efficient manner.

The future of digital media is about fragmented tracking.  It means brands will no longer rely solely on cookies to track online consumer behavior.  Rather, mobile IDs, branded ID’s, (i.e., Google’s rumored AD ID, the Mozilla browser ID and the pending Microsoft ID), and offline ID sources like CRMs and loyalty data cards, will be the primary targeting sources for marketers.

The ID Graph is series of interconnected identities, except that in this case all IDs belong to one consumer.  It will be a major step in the direction of an integrated, omni-channel marketing strategy.”

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